Nouvelle Toilet Paper: David and Goliath - Fort Sterling's Breakthrough to Branded Success

Launch of Nouvelle toilet tissue brand. Objective: increase sales and to convince trade to give distribution. Convey the right creative message. Target audience: housewives and children. Media: TV (TV-am) Evaluation: immediate sales, extra £8.5 million annually. Gained additional distribution, pushing share up to 3.4%. Gained the no.3 market position by 1990, in less than 9 months in spite of competitors comparative massive spend. Also the no.1 kitchen towel slot