Viva Paper Towels Case Study

Introduction

VIVA sought to expand usage occasions for paper towels in 2007 by positioning the product as an 'active cleaner' that not only soaked up spills but could also be used wet and with cleaning agents to clean a wider range of surface areas. After several unsuccessful efforts to impart this repositioning, the brand adopted a persuasive communication strategy based on a 'seeing is believing' philosophy

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Contents

DATAMONITOR VIEW
CATALYST
SUMMARY
Analysis
Branded paper towels have struggled to grow share amid value- and eco-consciousness
Environmentally-conscious consumers are seeking more sustainable alternatives to paper towels
Private labels are perceived by many as delivering a value proposition equally, if not more effectively than well known brands
VIVA repositioned itself by carving out new usage occasions
The brand introduced an 'active cleaning' proposition
Consumers research revealed it would be difficult to encourage behavioral change in paper towel adoption and usage
VIVA established credibility by offering an authentic product endorsement
VIVA adopted a performance-based advertising solution to change consumer preconceptions
The campaign acknowledged the strong influence of recommendations from 'real people'
Compare and contrast: Handee Ultra
Conclusion and implications

APPENDIX

Case Study series
Methodology
Secondary sources
Further reading
Ask the analyst
Datamonitor consulting
Disclaimer

LIST OF TABLES

Table 1: Paper Towel market size and shares (AUD), in Australia, 2009

LIST OF FIGURES

Figure 1: Australian consumers are making increasing efforts to reduce their household waste by recycling items such as glass, paper and plastics
Figure 2: A growing number of campaigns are encouraging consumers to replace paper towels with more sustainable options
Figure 3: A steady if not growing proportion of Australians are turning to private labels to save money
Figure 4: Branded household cleaning products are facing intense competition from ever-improving private label lines
Figure 5: Multi-purpose benefits are among the top six most influential factors determining household cleaning product choice
Figure 6: The 'Would You Buy It?' television spots challenged everyday Australians to use VIVA paper towels in ways they were unaccustomed to
Figure 7: The 'Would You Buy It?' platform recognized the value of authentic testimonials from actual consumers
Figure 8: A considerable proportion of Australian consumers are highly skeptical of performance claims made by household cleaning products
Figure 9: Masterchef judge Matt Preston not only appears in Handee Ultra commercials, but has also used the product on the show itself, in a now infamous scene involving spilt salmon roe
Figure 10: Masterchef's top-tier sponsors have gone to considerable lengths to ensure prominent brand positioning on the show
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