No more babies or puppies, says ‘grown up’ Velvet
Velvet is ditching the ‘baby MD’ character from its from adverts, as it looks to reposition as an ‘ethical luxury’.
Brand owner SCA said the move followed a “huge in-depth strategic review” over the past 18 months.
“Part of our differentiation will stem from the fact that we’re not using a baby, bear or puppy,” said Richard Nall, regional marketing director UK and ROI. “It has been a strong strategy for the brand but baby MD has grown up. Our story is much deeper than sustainability and softness.”
Velvet toilet tissue value sales have grown 12.7% over the last year [IRI 52 w/e 13 Aug 2011]. Revamped Velvet products are rolling out now with excessive communication stripped out and softer colouring used on-pack. Pricing is unchanged.
A new TV ad debuted over the weekend as part of a £10.5m marketing investment over the next year.
“We’re starting to see a reframing of the category going on,” said Nall. “As a challenger brand, we’re getting consumers to question their purchase decisions and bringing a new idea and concept to the top of consumers’ minds in this category.”