Campaign: McCann Creates Ad For Luxury Loo Paper Brand Emporia

Campaign: McCann Creates Ad For Luxury Loo Paper Brand Emporia
SHARE
THIS



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.

Please login with linkedin to comment

AMMAs Clemenger BBDO Sydney dinosaur Google Trends online ad growth

Latest News

James Charles Has YouTube Channel Demonetised After Allegations He Sexted Minors
  • Technology

James Charles Has YouTube Channel Demonetised After Allegations He Sexted Minors

Beauty YouTuber James Charles has had his YouTube account demonetised after allegations surfaced that he sexted minors. Charles has more than 25.5 million subscribers on YouTube, where he gained popularity for his makeup videos. He is worth an estimated US$22 million. Since February, a number of boys under the age of 18 have accused Charles […]

by B&T Magazine

B&T Magazine
Purpose, Or Is It Porpoise?
  • Opinion

Purpose, Or Is It Porpoise?

In his latest guest post, B&T regular Robert Strohfeldt skewers marketers’ latest buzzword – purpose… I used to flick through the various newspapers cartoons each day – reckon it would be tough trying to create a cartoon each day, based on a major news story, that is both funny and insightful. Since the PC mob […]

Opinion

by B&T Magazine

B&T Magazine
MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots
  • Campaigns

MILO Cereal Launches ‘Beast Mode’ Campaign Via Connecting Plots

MILO Cereal has launched its first major marketing campaign for its newly launched Protein cereal, via independent creative communications agency Connecting Plots. Building on MILO’s brand message of fuelling active kids, the new campaign platform, ‘Beast Mode – Activated’, evolves the master brand’s focus on team sports. This aims to celebrate how MILO Protein helps […]

Dear Internet – One Year On From COVID
  • Opinion

Dear Internet – One Year On From COVID

This columnist has thanked the internet for keeping us connected. The NBN fails to get a mention, unsurprisingly.

Opinion

by B&T Magazine

B&T Magazine
Flight Centre Unveils New Captains In First-ever Global Brand Campaign
  • Campaigns

Flight Centre Unveils New Captains In First-ever Global Brand Campaign

Flight Centre has unveiled a new look and a global brand campaign that poses a tongue-in-cheek challenge to Aussie travellers. The launch also marks the brand’s first global campaign across Australia, New Zealand, the UK, Canada and South Africa, highlighting Flight Centre’s collective travel expertise. Created by Flight Centre Australia’s in-house creative team, ‘There’s Nowhere […]

Facebook To Release Clubhouse Competitor
  • Technology

Facebook To Release Clubhouse Competitor

Facebook set to release a Clubhouse competitor. That's an audio-based social media app & nothing at all to do with golf.

by B&T Magazine

B&T Magazine