Manchester marketing agency Blue Chip has created an integrated campaign to help drive awareness of the new Cushelle Quilted toilet roll.
The activity, which spans the full shopper journey, aims to increase penetration by asking shoppers to test just how ‘Quilty’ the paper is.
A money back guarantee will appear across selected shopper media to drive the trial at the point of purchase, with a door drop and couponing to deliver the message out of store.
Lauren Roberts, Account Manager at Blue Chip, said: “This promotional activity carefully considered how we would convert shoppers to the new Quilted product.
“The money back guarantee is a proven trial driver, removing the risk of purchase and making it the perfect choice for this NPD. Driving penetration was also a key objective.
“By adding a door drop with two £1.00 money off coupons, we aim to further incentivise shoppers to try this new product for themselves.’
The door drop, featuring the brand character Kenny the Koala, will hit four million door mats across the UK this March, a week after the new Cushelle Quilted TV advert hits screens.