MELBOURNE: SCA Hygiene has launched a marketing campaign to back its new luxury toilet tissue brand Sorbent Velvet.
Created by Clemenger BBDO, the 'Linen Closet' campaign launched last night as part of SCA's sponsorship of Network 10's Masterchef and will also run on Channel 7 across Packed to the Rafters. Sorbent's media agency is OMD.
Click here to watch the TVC. The campaign is aimed at older families with teenage children.
SCA marketing manager bathroom & facial, Drew Lette, told AdNews, that the brand is aimed at meeting a new demand for premium products from consumers. The Sorbent brand has been established as a facial tissue brand for five years.
He said: “The point of difference of velvet is that it is the only lotionised toilet tissue in the market today. It is launching at the higher end of the market as the only product with aloe vera. Velvet is going to be the hero of the Sorbent portfolio in the immediate future.”
Sorbent had a main media spend of $1.8 million in the 12 months to April 2010, down from $3.0 million in the previous corresponding period.
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