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