Situation:
Nouvelle is a recycled toilet tissue brand which offers “conscience without compromise”
Problem:
Retailers questioned its relevance and without the marketing spend of the category leaders, was under threat of delist
Solution:
Create a big idea which embedded its green eco-credentials and make the trade sit up and take notice, while making the budget punch above its weight
Innovative communications:
Sponsor Glastonbury Festival as Official Recycling Partner and communicate widely through traditional and digital media (now in its third year)
Business growth?:
Full listings at range review and standout national press coverage, championing Nouvelle as Glastonbury’s official recycling partner Buyer relationship strengthened during onsite hospitality
Posted by James on July 28th, 2011
