SCA Hygiene Products is showing that when it comes to toilet paper, three sheets are better than two, with the development of Triple Velvet.
The first SCA launch since Double Velvet in 2004, the toilet paper has a special dimpled middle layer that the company claims provides the ultimate in softness, strength and absorbency.
A £15m marketing spend
supports the launch, including a TV campaign breaking on February 6 that will continue the factory theme of the Double Velvet ads. However, rather than showing the workforce leaping into the toilet rolls, the ad takes a more surreal approach in the form of its new ‘Baby MD’ character - a baby dressed in a suit who runs the factory and is the authority on softness. Baby MD will also feature in a sampling and PR campaign, as well as on pack.
John Peat, sales director at SCA, said: “The new advertising and marketing activity will give us strong standout and communicate the benefits of softness and absorbency.”

Lees of Scotland has created a white chocolate teacake that looks like an egg for Easter. It has an orange-flavoured jam centre surrounded by a fluffy white mallow filling on a crunchy biscuit base. Packs of eight are priced at 69p.
Hot dog maker Rollover is branching out with the launch of two smoothies this month. The drinks come in 330ml bottles in pineapple & mango and banana & raspberry.
Whitworths is introducing two fruit, seed and nut mixes - Orchard Mix, comprising dried cranberries, raisins, sweet almonds, cashew nuts and sunflower seeds; and Harvest Mix, made with apricot pieces, sultanas, pine kernels, roasted hazelnuts and linseed.
Pet food brand Butcher’s hits the screens this month with a £1m ad campaign. The 10 and 20-second adverts feature a dancing Butcher’s can, which acts like a dog.
Barr Soft Drinks has signed a two-year, £500,000 deal for its dandelion and burdock drink D’N’B to become the official soft drink partner of the Rugby Football League.
Easter egg teacake
Rollover smoothies
Healthy snack mixes
Dancing dog cans
Rugby drinks deal