Renova toilet paper

Rolling out the red…toilet paper!

The challenge:

Celebrated Portuguese household paper company Renova was looking to enter the North American market, selecting Canada to debut its signature brightly-coloured products. They enlisted Felicity to create brand awareness to drive sales.

What we did:

  • Identified and engaged 190 hospitality, interior design, entertainment and lifestyle media for product seeding
    Issues management around Canadians’ health concerns around coloured toilet tissue.
  • Earned unprecedented media coverage of World House Renova interactive art installation (made out of toilet paper) at Nuit Blanche.
  • Leveraged disclosure of a tour rider outlining Beyoncé’s request for red toilet paper to earn branded coverage around her Toronto concert appearance.

The results:

  • 38 articles, 21 million media impressions (91% positive)
  • Goal exceeded by 45%
  • Drove additional retailer listings and in-store consumer traffic

Posted on

May 11, 2016

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