Concept Development for new Toilet Tissue launchBookmark and Share







Concept by Internal Creative - July 2012.



"Quality is in the Details"

A series of commercials that position the product as the only choice if you aspire to provide the best for your family.

Each commercial features an appealing but finicky "Tastemaker" that stresses attention to detail. Although she has sophisticate taste, she relates remarkably well with everyday women. She is a likable "perfectionist" who talks about why her best and only choice is this product, inspiring women to purchase the product for their own home. The product is showcased in well styled locations and is the highlight of each story:

1) Innkeeper - She wants to give her guests the best possible experience.
2) Wedding Planner - No detail is overlooked on a flawless day she's planned.
3) Proud Matriarch - She is proud to make her family and guests comfortable.

In each commercial the "Tastemaker" interacts with "regular woman" to clearly communicate the brand message in a relatable way to everyday life.

The tagline for this campaign is: "Quality is in the details."



1) "Innkeeper"



This spot features an innkeeper of a quaint bed and breakfast, she is a sophisticated yet warm woman, (an "Anna Wintour" type) who oversees every detail of her charming-yet-luxurious establishment in a place like Santa Barbara. Seeking to give her guests the best possible experience, she provides high grade sheets and only uses this product" in all her bathrooms.

INNKEEPER: "At my Bed and Breakfast, I want my guests to have the best possible experience, down to every detail." -- She explains the benefits of the product as we show beautiful shots of the product as well as shots of her bed and breakfast, including detail shots of the rooms and bathrooms. "The sheets, the towels, even the bath tissue is the highest quality." -- We also meet guests who are everyday people. "I only use this toilet tissue"



2) "Wedding Planner"



This spot features an all-American passionate wedding planner in her 30's. She is a taskmaster! She supervises all of the details on the day of a first class wedding. Every detail must be prefect. Including the bath tissue -- she will only use this product.

WEDDING PLANNER: "You want your wedding day to be perfect, down to every detail.  That's what I'm here for!"  -- We see the elegant wedding come together, as she goes through her final inspection on the big day which includes the bathrooms! "I keep my eye on the smaller things -- the napkins, the place settings & even the bath tissue is something special." -- She receives complements from the wedding guests, who are "everyday people." "I use this product, it's the most durable and flexible but also the has that extra soft feel." -- The Bride and Groom's dance. Another job well done for our wedding planner.



3) "Proud Matriarch"



This spot features a "Martha Stewart" / 'Pintrest' using type Mom in her late 30's or early 40's. She is a home maker who excels at hosting and decorating, always working on some new project. For her, it's all about making sure her family is comfortable and her guests feel welcome. She has a wonderful sense of style that we see as her home is crafted down to every detail, including the bathrooms! We see her hosting a party for one of her teenaged kids, with all the wonderfully done decorations and place-settings. Her family appreciates her and her guests complement her.

MOM: "Everything I do is meant to make my family and my guests be comfortable and relaxed.  And details count." -- She explains why she always uses the product. "With this toilet tissue, I'm confident that everyone in my home will get the clean they need."



Objective of the campaign:

The product has undergone a major makeover, a  significant  product improvement making  it  our  best  product  ever  and  will be supported by our largest marketing investment ever. The opportunity is to aggressively introduce this major product improvement and drive household penetration and conversion, by repositioning and elevating the product as a new super-premium product that is different than the other super-premium brands.

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