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.”
â¢ 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.