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VIVA VANTAGE
Break Up with Bounty

RAN IN: United States

CLIENT
Kimberly-Clark

Darin Berg, Viva Brand Champion
Gina Bates, Viva Brand Shopper Marketer
Sean Nobui, Viva Sr. Brand Manager
Kimberly Sisak, Viva Sr. Brand Shopper Marketer
Jill Wienkes, Sr. Manager, Shopper Marketing Center of Excellence

AGENCY
Geometry Global *Lead Agency

Shelly Schroedl, Strategic Planning Director
John Waldschmidt, Creative Director
Jules Elders, Creative Director
Kristin Howard, Account Supervisor
Colleen DeVos, Group Director


Tris3ct *Lead Agency


VML


Mindshare


Ketchum


SUMMARY

For nearly 50 years shoppers were not given a reason to look beyond the longstanding performance criteria of "strength/absorbency" set forth by the category leader.  In 2014, newcomer Viva Vantage had a change-worthy improvement to introduce: stretch!   Since launch, Viva Vantage has proved itself to be a winning product that uncovered an unmet consumer need:  the unique stretch provides exceptional scrubbing power.  Since its introduction, Viva Vantage has exceeded distribution goals by 173% and has increased brand market share.  

CASE VIDEO


Hero Medium: Retail Experience

Medium Featured On Video: Sampling

Audience: Boomers (45+),Mothers,Women,Young Women (20-35); Bounty paper towel loyalists

Objectives: Attract, support distribution

Type: Business-to-Consumer

Classification: National

Language: English