CAMPAIGN: Festival ‘green' loo roll a touch of genius

Nouvelle is the top-selling recycled branded toilet tissue in the UK. With increased media interest in green issues, Georgia Pacific wanted to cement the brand's environmental reputation.

Campaign: Nouvelle, Official Toilet Roll for Glastonbury Festival
Client: Georgia Pacific (Nouvelle)
PR team: Finn Communications
Timescale: May to June 2007
Budget: £15,000

Objectives
To promote Nouvelle’s environmental credentials. To establish a credible personality for the brand. To stimulate word of mouth. To get people to try it.

Strategy and plan
Nouvelle had previously been perceived as a standard toilet tissue brand. It wanted to recruit consumers beyond its core 25+ female audience and position itself as a leading ‘green’ brand.

Finn proposed sponsoring the 2007 Glastonbury Festival as an official recycling partner to reach younger consumers and give the brand credibility. Free Nouvelle recycled toilet tissue will be provided to every festival-goer, and ticket holders have been encouraged not to bring loo roll to the festival.

Nouvelle secured in-festival branding rights at loo roll distribution points, which will feature posters asking ‘Need a sheet?’ It will also provide free colour-coded bags to enable festival-goers to segregate waste for recycling.

Finn worked with the festival to demonstrate the environmental impact the brand’s sponsorship would make on the event. It promoted the fact that Glastonbury selected Nouvelle as a partner because it added credibility to its own campaign for a greener festival.

The provision of free toilet tissue was presented as a flagship example of Glastonbury’s green policy, and ­sponsorship includes a name check in the festival ticket mailing, making Nouvelle the only brand ever to have been included in official Glastonbury communications.

A press release included a quote from Michael Eavis, owner of festival venue Worthy Farm in Pilton, which lent the campaign further credibility. A supporting picture of Eavis’s daughter and festival organiser Emily was also distributed, and co-organiser Robert Richards was available to talk to press about why Nouvelle was chosen as a partner.

First media target was the Press Asso­ciation, as well as all key ethical, ‘green,’ and shopping sections at national newspapers and specialist press. Music and online titles were also key. A festival microsite, which includes games and ticket competitions, was set up, as well as a media site at ­nouvelle-environmentmatters.co.uk, which list the brand’s green credentials.

Measurement and evaluation
National press coverage for the launch included the Daily Mirror, The Independent, The Sun and The Times. Radio coverage included Radio 1’s Newsbeat, Radio 2, Xfm and LBC, which interviewed ­Richards. The story also ran in 65 ­regional newspapers and on 60 websites, including BBC News, Sky News, MSN and NME.com.

Adam Vaughn, editor of Newconsumer.com, says because the story was ‘overtly PR engineered’ it had a fairly short shelf life. However, ‘loo roll is an iconic festival item and the product had genuinely green credentials,’ he says.

Results
With Glastonbury just two weeks away, the campaign is about to enter its second phase. Sales figures will be assessed in the weeks after the festival, but the ­story has already been covered in environment-focused websites and titles such as Ethical Consumer. Feedback from the trade press has been positive and anec­dotal evidence suggests Nouvelle is now perceived as an ethical brand.

SECOND OPINION

Louisa Jenkins (l), director consumer communications, Fleishman-Hillard: Mention Glastonbury and my first thought is not the eclectic mix of musical talent, but people up to their ears in mud and the parlous state of toilet facilities.

Like a lot of people, my know­ledge of Glaston­bury is based purely on anecdotal evi­dence and media coverage, but personally I would rather bite my arm off than spend a weekend in such poten­tially squalid conditions.

That said, I’m fully aligned with the spirit and ethos of Glastonbury and its commitment to green issues, which is why the partnership with Nouvelle toilet tissue caught my eye. As a way of reaching a younger audience while estab­lishing a credible personality for the brand, partner­ing with Glastonbury was inspired thinking.

The press announce­ment offering every festival goer their own Nouvelle recycled toilet tissue coupled with a plea for ticket hol­ders to leave their own loo roll at home was a win for both Nou­velle and Glastonbury.

National coverage in both tab­loid and broadsheets was achieved, although I was surprised that The Guardian, an official Glastonbury sponsor, didn’t cover the story. The online editorial coverage will help build the brand with young people.

As long as the Nouvelle team accurately estimates the stock required to ensure every visitor has sufficient loo paper (not having enough toilet rolls to go around simply doesn’t bear thinking about!), the campaign is set to be a success.

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