Campaign: McCann Creates Ad For Luxury Loo Paper Brand Emporia

Campaign: McCann Creates Ad For Luxury Loo Paper Brand Emporia
Michael Bruen
By Michael Bruen



Australian toilet and tissue paper manufacturer Solaris Paper has unveiled its inaugural advertising campaign to launch its new luxury toilet tissue brand: Emporia.

Created by full service creative advertising agency McCann, the campaign which will run until December 6, focuses on communicating the brand’s strength and quality message, as well as how it creates the ultimate luxury bathroom experience.

The ad campaign uses a relatable character and situation, with a touch of humour, to communicate the brand’s luxury message.

The advert sees a female professional at work tell a colleague she’s “just popping to the bathroom”. She walks straight past the office toilets and out of the office building facing a number of obstacles before she throws a brick through her house window to reach her beloved Emporia toilet tissue.

The campaign tagline, ‘Luxury you’ve been waiting for’, underpins the brand’s key messages around ultra-silky softness. It encourages Australians to take pride in their bathroom and make sure they have quality toilet tissue.

The campaign kicks off with 15 and 30 second TVCs which will run for a three week period on national free-to-air TV (major cities and regional) as well as Foxtel. A poster campaign will run in conjunction with the TV advertisements in 65 Westfield shopping centres across Australia.

Emporia marketing manager, Roland zur Oven-Krockhaus, said he wanted the advertising campaign to be different from traditional advertising in this space. He believes Emporia has some key differentiators that set it apart from other toilet tissue brands, which are communicated through the humorous campaign.

zur Oven-Krockhaus concluded: “There is no other luxury toilet paper out there like Emporia. Its unique combination of micro fibres for ultra-softness and long fibres for strength, embedded in four layers of tissue – with 10 million fibres per sheet – creates the ultimate luxury experience.”

On shelves nationwide in Woolworths, the four ply toilet paper range is available in an eight-pack and comes in a white embossed unscented variety or silver embossed infused with a subtle luxury perfume scent.




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