Opportunity:
Reframe paper towel category in a manner that highlights Viva paper towels product superiority over category leaders (Bounty and Brawny).
Challenge:
To disrupt habitual purchase behavior and drive brand reconsideration among premium paper towel purchasers.
Solution:
Tris3ct developed an integrated competitive program that depicted the habitual purchase of leading quilted brands as akin to a bad habit that consumers should confront and quit. The program introduced Viva brand spokesperson Sandy and her 1-Step Program to help consumers quit the quilted towel habit. Starting with a TV spot that depicted a mock intervention by Sandy and her team of 1-Stepper Viva converts, the idea was expressed across impactful print, digital and retail executions.