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.