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VIVA
VIVA Towels Take a Stand with Mike Rowe

RAN IN: United States

CLIENT
Kimberly-Clark Corporation

Geoff Golub - Sr. Brand Manager, VIVA Paper Towels
Rob Lowe - Brand Champion, VIVA Paper Towels

AGENCY
TRIS3CT *Lead Agency

Tim Nelson - President
Kelley Beamen - Director, Business Affairs
Cassidy Fletcher - Assoc. Creative Director, Copywriter
Tyler Jay - Executive Producer
Abbey Johnson - Acct. Director
Paul Kuzma - CCO
Jenae Neeson - Assoc. Creative Director, Art Director
Jennie Purtell - SVP, Group Acct. Director


StudioCom


OgilvyAction


Mindshare


SUMMARY

VIVA was experiencing a steady, three-year decline in share due to decreasing roll size and increasing price. Consumers werent pleased, and retailers threatened to take VIVA off shelves. To overcome that, the program challenged category perceptions that a paper towels most important attribute is absorbency. By partnering with Mike Rowethe authority on dirtVIVA proved its tough-when-wet strength is what consumers really need from a paper towel. As a result, share stabilized, and VIVA saw significant sales growth at their largest retailer, Walmart.

CASE VIDEO


Hero Medium: TV

Medium Featured On Video: TV, Interactive, Print, Retail Experience, Packaging, Sponsorship, Professional Engagement

Audience: Women, Boomers (45+)

Objectives: Defend market share/arrest decline.

Type: Business to Consumer

Classification: National

Language: English