packaged goods

Fiora Covers The World Of Paper Product Qualities

Paper products are often sold as having one overall quality—absorbency, strength or eco-friendliness, to name a few. Rarely are they sold as being all of the above.  

To make its mark with consumers, Fiora, maker of paper towels, toilet paper and facial tissue, has launched a new campaign that illustrates how central its paper products can be to everyday life, while also reinforcing that it can cover all the bases one might be looking for in paper products. 

“Fiora is a smart choice because it delivers everything consumers are looking for in household paper products all under one brand: soft, strong, absorbent and earth-friendly,” David Crocker, vice president of retail marketing for Oasis Brands (Fiora’s parent), tells Marketing Daily

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A new commercial (from agency Riester) uses special effects to create a 3D world, in which all of the scenery is created from paper products, from the trees to birds to balloons to a bridge and umbrella. A voiceover mentions that there are many options for paper products in the world: eco-friendly choices, soft choices, strong choices, and absorbent choices. (Each image is meant to represent a specific quality, Crocker says. The umbrella, for instance, is absorbency, while the bridge is strength.) “When you roll all those choices into one, you get Fiora, the smart choice,” the voiceover concludes. 

“Fiora’s unique selling proposition is that it offers a one-stop brand that delivers, soft, strong, absorbent and earth-friendly all rolled into one brand,” Crocker says. “We also learned that consumers who purchase Fiora products are very loyal and those who often buy our toilet paper also purchase our paper towels and facial tissues. Therefore, it was critical to showcase Fiora’s portfolio of products as a campaign deliverable.”

In addition to the commercial, the brand has launched new English- and Spanish-language websites, digital advertising, social media, PR and search elements.

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