SCA Hygiene is preparing to unveil its replacement for the Kleenex toilet tissue brand it axed three months ago (MW June 26).
Edet is already available in Holland and Scandinavia. It will start appearing on the packaging for the relaunched Kleenex Double Velvet toilet tissue, but only in small lettering, later this month. Edet will be gradually built up over the next four years, as the Kleenex name is phased out.
SCA vice-president of sales and marketing for the UK and Ireland Harry Tintner says: “We have been working to improve the product and the processes. The new branding is the first shot. The Kleenex logo is still there, but there is more emphasis on Double Velvet.”
In February this year, SCA appointed Roose & Partners to handle the advertising relaunch of the Kleenex toilet tissue and kitchen towel brand, with a claimed 6m spend. The brand was previously backed with an annual spend of about 4.5m.
SCA obtained a ten-year licence to market the Kleenex brand for toilet tissue and kitchen towels from Kimberly-Clark, which was required to offload the brand in January last year by European competition authorities, after it took over Scott Paper.
K-C can still use the Kleenex name on facial tissues. After the ten-year licence period, K-C will wait a further five years before it can use the brand again on toilet tissue and kitchen paper.
One industry observer says: “SCA will have to get the marketing right. It could work if it gets the right proposition.”