Renova is a paper products manufacturer based in Portugal, known for their coloured bathroom tissue. In Europe they’re famous, but the issue was convincing Canadians (including interested retailers such as Wal-Mart and Loblaws) to try this unusual product.
Our strategy in Canada was to marry Renova’s core value of celebrating creativity with something familiar. We developed the campaign theme “You’re not in Kansas anymore”, playing on the famous line from The Wizard of Oz. Working with our various partners, we developed and executed plans to create interest among our target audiences through social media, public relations, and experiential marketing. These streams culminated in major pushes around Toronto's Nuit Blanche, an all-night arts festival held annually in the downtown core.
The campaign was a huge success, with Renova's Nuit Blanche installations (2014/15) attracting hundreds of thousands visitors and introducing them to their products. Canadians are growing to love their quirky new toilet paper and Renova’s distribution now includes all major retailers in Canada. Art is alive and well in Toronto, and Canadians are certainly not in Kansas anymore.
