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Tree Detective - SCA Triple Velvet

Best Brand-Building Campaign

Issue 18 | March 2011

Background

Toilet paper is a purchase that consumers rarely deliberate over, blindly reaching for whatever they know and always buy (or what’s on the best price deal that week).

As the number two in the UK market, Triple Velvet was trying to differentiate the brand from Andrex (and the puppy) around an environmental message, namely that for every tree they use they will replant three.

They wanted an idea to drive awareness of this new message, drive traffic to the website and increase propensity to buy.

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