SCA Hygiene Products is spreading the Velvet umbrella branding over its whole portfolio of branded tissue products and is padding out its Velvet marketing spend to £16m. Handy Andies pocket tissues and Wipe & Clean household towels are relaunching with improved paper quality, new packaging and the Velvet name. The move follows in the tracks of Quilted and Double Velvet toilet tissue (relaunched in May last year) and completes the phasing out of the Kleenex name. Velvet brand manager Charlotta Larsson said the budget behind Velvet would rise to £16m this year compared with last year's £10m. She added that much promotional activity would be price driven ­ such as offering three for two and four for three ­ to encourage trial and to ensure Velvet Wipe & Clean maintains its number two position in the £210m household towels market. The relaunch will feature a four month on-pack promotion with celebrity chef Gary Rhodes, plus a national door drop with money off coupons and a match and win' device. The relaunch strategy for Velvet Handy Andies will focus on improving distribution in the independent sector to grow its market share. It currently has a 5.2% value share of the £6.8m UK pocket tissue sector [SCA]. The total tissue market is even more competitive since P&G launched Bounty and Tempo Plus last year. {{P&P }}

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