SCA Hygiene relaunches £8m Velvet toilet paper

SCA Hygiene is ploughing £8m into the relaunch of its Velvet toilet paper brand with a new campaign designed to take on market leader Andrex.

SCA Hygiene is ploughing &£8m into the relaunch of its Velvet toilet paper brand with a new campaign designed to take on market leader Andrex.

The personal care giant is replacing Double Velvet with Triple Velvet in January, adding a new “dimpled” middle layer to the paper.

SCA claims the move improves the softness, strength and absorbency of Velvet, and has also developed a campaign for the launch.

In a bid to match the power of the iconic Andrex puppy, the Velvet ads feature a young baby as the company’s “managing director”.

The baby says: “It’s taken three years, &£35m and 112 crayons to develop Triple Velvet, but it’s been worth it. Velvet is the softest toilet tissue ever manufactured.”

⢠Meanwhile, amid uproar in the toilet paper market this week, Asda’s own brand of toilet paper, Shades, has been declared softer than Kimberly-Clark’s Andrex.

KC had reported Asda to the Advertising Standards Authority over the supermarket’s claim that Shades was the “softest, thickest, most absorbent” roll, but Asda’s claim was cleared by lab tests.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here