Extra: Fluffy little animals in the quiet lavatory

Exxtra Kommunikation launches a print campaign and a poster display for Soft Deluxe toilet paper from Migros. The major distributor is now offering a new luxury toilet paper for small and large businesses: the six-ply Soft Deluxe Velvet, which also has a gentle caring effect thanks to its treatment with jojoba lotion, according to a press release. Migros has already made a name for itself with its Soft Deluxe range of toilet paper for discerning customers. To draw attention to the latest addition to the product line and the existing range, Exxtra Kommunikation created an advertising campaign and a corresponding poster display. The image of a rabbit, cat or lamb on the toilet roll holder is intended to show that Soft Deluxe products are particularly fluffy. The agency took into account the fact that the campaign would trigger a certain "yay effect" - after all, it is a much-used tool in this market segment. As a secondary message, it was important to communicate that Soft Deluxe products are certified with the FSC label and that the paper therefore comes from sustainable forestry.
Responsible at Migros-Genossenschaftsbund, Zurich:
Beat Mühlemann (Head of Marketing Communications), Marcel Frauchiger (Head of Category Management), Katja Lehner (Category Manager). Responsible at Exxtra Kommunikation, Zurich: Dieter Hofmann (CD), Andrea Dübendorfer (Art Director), Nina Treml (Text), Désirée Strassmann, Kathrin Steiger (Consulting).