SpongeTowels launches innovative airlaid paper towel in Canada
BACKGROUND
SpongeTowels is one of the top players in the paper towel category. To continue to drive growth in the premium category, SpongeTowels planned the launch of an innovative new paper towel that is extremely strong and abundant, in fact 35% more absorbent and 300% stronger than the current leading premium paper towel. A product that is more cloth-like than paper.
CHALLENGE
The new Heavy Duty SpongeTowels had to fit within the current family of SpongeTowels yet still be clearly differentiated. It was also important to depict that it “works like a cloth” and clearly define the intended use of the product and portray the added strength and absorbency of the paper towel.
SOLUTION
SL initiated an extensive package design process, exploring a range of concepts that effectively and visually communicated the key benefits of the brand, while considering various colour options for the Splash, at the same time staying within the regular line of SpongeTowels.
RESULTS
Strong, clearly differentiated SKU that fits within the line but stands apart as unique with strong shelf presence.