Royale has reintroduced one of its feline brand ambassadors with the launch of a multipurpose paper towel line called Tiger Towels.
The Irving Tissue-owned brand, which has been using fluffy white kittens on packaging and in its advertising since 1973, brought Tiger back in September and is supporting it with an effort that includes television, digital and in-store collateral.
Gary MacIntosh, director of marketing at Royale Canada, told Marketing that the company introduced paper towels around 40 years ago, but the quality of the product wasn’t consistent with the branding which, as it turned out, started with a tiger on the package.
For the relaunch of Tiger Towels, Royale focused its energy and resources on the softness, strength and absorbency of the towels, so a tiger seemed like the perfect feline to represent those brand attributes, said MacIntosh. “It’s a very powerful icon and, in terms of paper towel, it works well with the product,” he said. It also tested well with consumers.
The launch also marks the brand’s support of Panthera, a cat conservation organization. Royale will donate $40,000 to the fund and provide ongoing support to raise awareness and increase fundraising efforts throughout 2014. These efforts include online and social media support, retail point of sale material and community events.
The 30-second television commercial launched earlier this month and runs through November. It then returns in January for a three-month run. Hawk developed the campaign creative, while Time + Space handled the media buy.
Royale in currently celebrating its 50th anniversary.
