SCA Hygiene is gearing up for its biggest brand extension of Velvet tissue this year, just ahead of a decision being made on the creative advertising for the brand.
Velvet Aroma, the new toilet tissue with a fragranced cardboard core, is expected to be rolled out next month.
The household goods company called for a creative review for the Velvet brand, worth an estimated &£10m, this summer. Clemmow Hornby Inge, Publicis, Fallon and incumbent advertising agency Roose have been shortlisted (MW July 25).
An industry insider says: “Velvet Aroma will be the first of its kind in the market. It will have a perfumed cardboard core as opposed to perfumed tissues, which will help spread the fragrance in the bathroom.”
Velvet Aroma will initially be available in white lilies fragrance.
SCA Hygiene recently promoted its marketing manager for tissue, Lesley Cordial, to the newly created position of marketing controller for its tissue and fluff division (MW July 18). Cordial, who reports to the category director Sally Barker, will be part of the team overseeing the creative pitch.
The launch of Velvet Aroma is being seen as yet another attempt to increase Velvet’s market share, in the face of tough competition from Kimberly-Clark’s Andrex and Procter & Gamble’s Charmin brands.