Scotties facial tissue has partnered with Umbra for the release of its new limited edition packaging aimed at the style-savvy consumer.
The line was developed in response to research that found consumers are looking for a more modern stylish facial tissue design, said Oliver Bukvic, category manager, Scotties.
In fact, 75% of Canadian consumers are influenced by package design when buying facial tissue, he added.
The new designs use black, white and grey silhouette flower or butterfly designs with a subtle splash of light blue.
“We wanted something that was modern, unique to what’s currently offered, and we do know the floral-type patterns are popular,” he said. “[Umbra] had a more modern take on it and came up with three fantastic designs.”
The Kruger tissue brand partnered with Umbra because of its reputation in the home design space. “Being an iconic Canadian brand it seemed like an ideal fit for the Scotties brand as well,” said Bukvic.
“Each of our three new Umbra boxes is conceived as a small and affordable piece of art that will add the perfect finishing touch to every room,” said Paul Rowan, Umbra co-founder and vice-president of design, in a release.
Kruger is supporting the launch with full-page print ads in the October issues of Chatelaine, Style at Home, Canadian House and Home, and their French counterparts.
Each magazine also comes with a postcard sized sticker insert so consumers can peel off the design and place them on the photographed rooms in the magazine.
“It’s a littler more engaging, a little more breakthrough than just a standard ad,” said Bukvic.
John St. developed the creative, Excelerator handled the buy, and Strategic Objectives managed the PR portion of the launch.
The boxes are available this month in select Loblaw, Real Canadian Superstore, Fortinos, Safeway, Zellers and Sobeys’ Ontario locations as well as Umbra’s flagship concept store in Toronto.
