Velvet Three Trees: Sustainability sells

Velvet struggled as the number two brand in the toilet paper market. To address this it set out to make caring for the environment an important purchase decision criterion, changing the rules of the category from ‘soft, strong and long’ to ‘soft, strong, long and sustainable’. By putting its environmental credentials at the heart of advertising, Velvet’s three trees advertising more than doubled the short-term effectiveness of its communications to achieve a payback of £1.84