Hygiene paper brand, Satino by WEPA has been heavily investing in sustainability research since 2013, as it seeks to minimise its use of virgin fibres. The brand was set to launch its new product line, PureSoft, across the UK and Ireland.

The innovative production process behind PureSoft involves recycling corrugated cardboard – a widely untapped resource – into soft, hygienic paper. This method reduces energy and water requirements across each phase of production and helps to keep valuable fibres within the material cycle. Satino by WEPA employed Rumpus to carry out this product launch.

• To help change public perception of recycled hygiene paper
• To coordinate and support the launch of PureSoft at The London Cleaning Show
• To use press activity to achieve awareness of PureSoft
• To coordinate the advertising schedule and budget of PureSoft

We created a launch strategy around the London Cleaning Show. This would allow prospective customers to touch and see the products in person, something that was crucial to achieving the objective of changing perceptions of recycled hygiene paper.

Prior to the show, we executed a press campaign, introducing PureSoft to the trade press through a launch release. Following this, we secured a number of thought leadership articles on sustainable hygiene paper, bylined to the Satino by WEPA spokesperson, Ali Sharpe.

We also coorninated an advertising schedule which, together with the press outreach, spread the work of the new product range coming to market. Building this momentum meant people knew to come to the Satino stand to learn more about the product range.

During the show, our team were on hand to promote the product to visitors. We ensured our team developed an in-depth market knowledge that enabled them to speak confidently and persuasively with visitors. We conducted ‘blind feel’ tests with PureSoft products against its competitors. Alongside this, we collected qualitative data that showed public perceptions, preferences and requirements of away-from-home hygiene paper. This data would later be used to support further press communications.