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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Table Of Contents :
Datamonitor View 1
CATALYST 1
SUMMARY 1
Analysis 2
Branded paper towels have struggled to grow share amid value- and eco-consciousness 2
Environmentally-conscious consumers are seeking more sustainable alternatives to paper towels 4
Private labels are perceived by many as delivering a value proposition equally, if not more effectively than well known brands 5
VIVA repositioned itself by carving out new usage occasions 7
The brand introduced an 'active cleaning' proposition 7
Consumers research revealed it would be difficult to encourage behavioral change in paper towel adoption and usage 8
VIVA established credibility by offering an authentic product endorsement 8
VIVA adopted a performance-based advertising solution to change consumer preconceptions 8
The campaign acknowledged the strong influence of recommendations from 'real people' 10
Compare and contrast: Handee Ultra 11
Conclusion and implications 13
APPENDIX 15
Case Study series 15
Methodology 15
Secondary sources 15
Further reading 16
Ask the analyst 16
Datamonitor consulting 16
Disclaimer 17
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