GOOD OR BAD ADVERTISING, RENOVA’S CAMPAIGN TO PROMOTE THE NEW RANGE OF PRODUCTS RENOVA MAGIC WAS LAUNCHED IN FRANCE AND TRAVELLED THE WORLD. WHO HASN’T HEARD YET OF THE TOILET PAPER THAT OPERATES “MAGIC IN YOUR BODY”?
A capable of offering exclusive and differentiating proposals in the whole world with a product as difficult as toilet paper. That is how Renova is acknowledged at national and international level. But not only. The manner how it has been able to capture different audiences is also innovating and disruptive. A good example was the campaign launched for the different media at the end of June in France under the motto “C’est magic pour mon corps” – it’s magic for my body.
The new advertising campaign shows a sculptural and hydrated body under the scope of the launching of the recent range of Renova paper o Renova Magic. It is the first range of toilet paper produced with a new NTT technology – unique in Europe – which offers a structured paper and with a high degree of softness, absorption and strength. Big format billboards, public transportation, muppies, printed ads and online communication are some of the privileged means that are there to communicate the first generation of Renova 4D paper.
This campaign was launched under the scope of the internationalisation campaign of Renova brand and its value proposal in external markets, anticipating a change in attitudes and expectations. France, one of the strategic markets of the brand, was the country selected to host this campaign.
This campaign, along with the new range of tissue paper, was extended to the remaining countries where Renova has a presence after the end of September and reached the four corners of the world for both the polemic it generated and the fact that it was censored by the company that runs the Paris metro (RATP). This company did not authorise the use of creativity in its stations claiming that it “could be shocking given the ‘sexual nature’ and the references to a supposed religious character”. But the tattooed shoulder photographed by François Rousseau and the new paper that operates “Magic in your Body” has already travelled the world.
Speaking to the French newspaper Le Figaro, Paulo Pereira da Silva, Renova’s CEO, explained that: “Toilet paper is a bit of a taboo in the minds of people and it is delicate product to promote”.
Vanity Fair, Le Figaro e Wallpaper are some of the media selected to communicate the new Renova Magic range. The new campaign will be part of the internationalisation strategy of Renova in places with high visibility in France.