Brief

Jamont UK has launched KittenSoft, which it claims will challenge Andrex’s position as the premium toilet paper brand. The launch is backed by a 3m multimedia drive through Bates Dorland, starting May 1. The 40-second ad combines a hard/soft-sell approach, with technical product details being listed while the listener daydreams about a white kitten playing in a sunlit meadow. Jamont claims KittenSoft is totally different from other toilet paper and uses “a unique micro-embossing process”, meaning every sheet is held together with hundreds of tiny dimples – allegedly making it softer and stronger.