Lotus Tissues is launching a co-branded vapour-releasing tissue with cold relief brand Olbas Oil. The new range will be launched next month in pocket-size and six-pack formats.
The Lotus Olbas tissue is “embedded” with Olbas capsules, which release vapours when crushed. The product aims to aid breathing, relieve blocked noses as well as other cold and flu symptoms.
The launch will be supported by a £1m integrated campaign, which will include TV, press, radio and digital activity as well as in-store promotions. The campaign will carry the strapline “Crush the tissue, release the vapours”. There will also be sampling at railway stations and shopping centres across the UK.
Lotus Olbas will also sponsor GMTV’s Pick of the Day section, due to air from 15 October. The sponsorship idents have been created by Bray Leino and will use the animated “Nosey” family, already featured across other Olbas product advertising.
Tracy McNamee, marketing manager for Lotus, which is owned by Georgia Pacific, says: “The partnership represents a significant innovation for the tissue industry and demonstrates further investment in the Lotus brand.”
Olbas Oil is owned by GR Lane Health Products.