Feel Good.
Rolling out a new brand
Thechallenge.
Rumpus was briefed to drive the launch of a new 100% recycled toilet paper brand, set to arrive on supermarket shelves.
As the first branded consumer product to be delivered by WEPA UK – already an established manufacturer of private and own-label products – it was vital for us to create maximum impact for the launch.
Our objectives were to position the brand as a disruptor in the household paper category and an alternative to more expensive bamboo products, effectively support the first Waitrose listing to ensure a successful launch and prompt further listings, and establish a solid online presence for the brand in the form of a new website and social media channels.
Ourexecution.
At the heart of our approach was the brand’s mission to bring an affordable eco-friendly toilet roll to the market. Our communications would amplify this positioning, differentiating the product from more expensive sustainable alternatives and creating maximum impact around its arrival on supermarket shelves.
We used the first Waitrose listing as an important launchpad for the brand, supporting the launch with communications designed to build awareness and lay the foundations for further listings.
Alongside this, we established a solid online presence for the brand in the form of a new website and dedicated social media channels across Facebook and Instagram, giving the brand a platform to communicate with consumers beyond the supermarket shelf.
Results
Pieces of coverage
Impressions on social
Coverage views
New website launched
Measurableimpact.
Our communications supported the launch of WEPA UK’s first branded consumer product and its first Waitrose listing, introducing the new 100% recycled toilet paper brand to the consumer market.
The launch also established the brand’s digital foundations through a new website and social media presence across Facebook and Instagram, supporting its ambition to build awareness and secure further listings.
