Aria

Creative Agency: Nik and Carole
Creative Director: Carole Haralambous
Project Type: Produced, Commercial Work
Client: Northwood & Wepa
Location: Bolton, UK
Packaging Contents: Tissue Paper
Packaging Substrate / Materials: Film
Printing Process: Flexography

In a nutshell
Creating a brand for the discounters that disrupts the toilet roll category, using uplifting humour, rather than rock-bottom pricing.

The challenge
The territory of the discounters is awash with ‘me too’ designs and ‘cheap as chips’ brands, but research showed customers weren’t prepared to sacrifice comfort or their loyal brands, even if they were spending less pennies when they go to the loo.

Our insight
Using uplifting humour and not taking life to seriously, to catch the consumer’s eye on-shelf. Get them to rethink about the benefits of a mundane household product, they popped in the trolley without a seconds thought! Proving that cheaper can most definitely be more cheerful!

Outstanding results
One of the best designs in the category that has raised a smile as well as listings, with a discount range that really does stand out from other suppliers with its creative and memorable approach.