SCA says the Velvet Tissue has been developed to deliver a “depth of softness, superior strength and absorbency” than existing brands in the facial tissue category.
The launch will be supported with an integrated marketing campaign, which will include TV advertising, a PR campaign, and below the line activity including in-store and online promotional activity and direct mail.
Velvet facial tissues will be available in all the major supermarkets in Compact, Classic and Large variants.
SCA is also running an introductory on-pack promotion offering a 50p money off next purchase coupon.
The product packaging also features the ’Three Trees’ promise, an environmental message, promising three trees will be planted for every tree used in the production.
Rival tissue brand Kleenex is currently running a pop-up 3D ad in IPC Media titles Marie Claire, Woman & Home, Homes & Gardens, Ideal Home and Living, which see a tissue box including a sample pop out of the magazines.
SCA is currently is reviewing its global media planning and buying account.