Creative impulse

Dixcel manufacturer Jamont is putting pounds 2.5m behind a campaign that it hopes will restore the high profile that the KittenSoft brand enjoyed in the Seventies.

The 20- and 40-second spots, which are Bates Dorland's first TV work for Jamont since winning the account last spring, promote a new tissue manufacturing process, in which thousands of tiny "dimples" seal the sheets together. But the ads take a tongue-in-cheek approach to the familiar claims about softness, satirising the usual advertising ploys of this market.

The client: Jamont UK Ltd

John Costigan, marketing manager

"This is the relaunch of an existing brand, and the objective was to improve our distribution and increase our market share for that brand.

"Two years ago, we set about making a better toilet tissue with our technologists, and came up with micro-embossed toilet tissue. After home usage tests, we knew that KittenSoft was a superior product to what we had before. We needed to bring this point of difference home to consumers, and our brief to Bates was that we wished to relaunch a brand to existing customers, and also wanted to bring new consumers on board.

"We wanted to stand out from the crowd, and emphasise our key product difference: "dimples" is consumer language for the micro-embossing. By marrying factual presentation and normal toilet tissue advertising, we're saying that whichever way you look at it, we're better - we're so good that we can deliver on both levels."

The agency: Bates Dorland

Jon Canning, copywriter

"We first of all had to get across the revolutionary features of this toilet paper, such as the dimples and the fact that they prevent the layers from separating. But we wanted something that would allow us to have a bit of fun with the product, as well as concentrate on the technical side.

"We came up with the hard sell vs soft sell idea, where you're first given the technical data, together with the ad man's passionate belief in the product. But the other marketing guy, Brian, wants it sold the other way, concentrating on the softness. There was no avoiding the fact that it's called KittenSoft, so we had to have kittens present, but we didn't use them in the usual way.

"In the bathroom product market you can take the soppy route, like Andrex with their puppy, or the technical route, where you get a close-up of, say, a toothbrush, showing you the bristles and the angled head. This advert offers a slight pastiche of both. I'd describe it as Andrex on ecstasy, really."

SCOTT HUGHES

Arts and Entertainment
Characters in the new series are based on real people, say its creators, unlike Arya and Clegane the Dog in ‘Game of Thrones’
tv'The Last Kingdom' embraces politics, religion, warfare, courage, love and loyalty, say creators
Sport
Sergio Romero saves Wesley Sneijder's penalty
world cup 2014But after defeating the Dutch, Lionel Messi and Argentina will walk out at the Maracana on Sunday as underdogs against Germany
Sport
Scoreboard at the end of the semi-final World Cup match between Brazil and Germany at The Mineirao Stadium in Belo Horizonte
Sport
'Saddest man in Brazil' takes defeat with good grace, handing replica trophy to German fans
PROMOTED VIDEO
Have you tried new the Independent Digital Edition apps?
News
ebookA unique anthology of reporting and analysis of a crucial period of history
News
peopleThe Game of Thrones author said speculation about his health and death was 'offensive'
Arts and Entertainment
Martin Freeman and Lauren O'Neil in Jamie Lloyd's Richard III
theatreReview: The monarch's malign magnetism and diabolic effrontery aren’t felt
News
Glamour magazine hosts a yoga class with Yogalosophy author Mandy Ingber on June 10, 2013 in New York City.
newsFather Padraig O'Baoill said the exercise was 'unsavoury' in a weekly parish newsletter
Extras
indybest
News
people'She is unstoppable', says Jean Paul Gaultier at Paris show
Sport
Alexis Sanchez and apparently his barber Carlos Moles in Barcelona today
football
Arts and Entertainment
Miley Cyrus has her magic LSD brain stolen in this crazy video produced with The Flaming Lips
video
Arts and Entertainment
In his own words: Oscar Wilde in 1882
theatreNew play by the Oscar Wilde's grandson reveals what the Irish wit said at his trials - and what they reveal about the man
News
people
Arts and Entertainment
Unless films such as Guardians of the Galaxy, pictured, can buck the trend, this summer could be the first in 13 years that not a single Hollywood blockbuster takes $300m
filmWith US films earning record-breaking amounts at the Chinese box office, Hollywood is more than happy to take its lead from its new-found Asian audience
News
The garage was up for sale in Canning Place Mews for £500,000
newsGarage for sale for £500,000
Life and Style
tech
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Have you tried new the Independent Digital Edition apps?
Independent Dating
and  

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Media

ERP Business/ Implementation Analyst

£40000 - £45000 per annum + competitive: Progressive Recruitment: This is an e...

Business Intelligence Program Manager

competitive: Progressive Recruitment: BI Project / Program Manager BI Project...

Radian6/Social Media/Digital Analyst

£250 - £300 per day: Progressive Recruitment: LEAD DIGITAL ANALYST - CONTRACT ...

Head of Technology - London - Up to £70K + Benefits

£60000 - £70000 per annum: Deerfoot IT Resources Limited: Head of Technology -...

Day In a Page

The true Gaza back-story that the Israelis aren’t telling this week

The true Gaza back-story that the Israelis aren’t telling this week

A future Palestine state will have no borders and be an enclave within Israel, surrounded on all sides by Israeli-held territory, says Robert Fisk
A History of the First World War in 100 Moments: The German people demand an end to the fighting

A History of the First World War in 100 Moments

The German people demand an end to the fighting
New play by Oscar Wilde's grandson reveals what the Irish wit said at his trials

New play reveals what Oscar Wilde said at trials

For a century, what Wilde actually said at his trials was a mystery. But the recent discovery of shorthand notes changed that. Now his grandson Merlin Holland has turned them into a play
Can scientists save the world's sea life from

Can scientists save our sea life?

By the end of the century, the only living things left in our oceans could be plankton and jellyfish. Alex Renton meets the scientists who are trying to turn the tide
Richard III, Trafalgar Studios, review: Martin Freeman gives highly intelligent performance

Richard III review

Martin Freeman’s psychotic monarch is big on mockery but wanting in malice
Hollywood targets Asian audiences as US films enjoy record-breaking run at Chinese box office

Hollywood targets Asian audiences

The world's second biggest movie market is fast becoming the Hollywood studios' most crucial
Grindr founder Joel Simkhai: 'I've found love on my dating app - and my mum keeps trying to hook me up!'

Grindr founder Joel Simkhai: 'I've found love on my dating app'

Five years on from its launch and Grindr is the world's most popular dating app for gay men. Its founder Joel Simkhai answers his critics, describes his isolation as a child
Autocorrect has its uses but it can go rogue with embarrassing results - so is it time to ditch it?

Is it time to ditch autocorrect?

Matthew J X Malady persuaded friends to message manually instead, but failed to factor in fat fingers and drunk texting
10 best girls' summer dresses

Frock chick: 10 best girls' summer dresses

Get them ready for the holidays with these cool and pretty options 
Westminster’s dark secret: Adultery, homosexuality, sadomasochism and abuse of children were all seemingly lumped together

Westminster’s dark secret

Adultery, homosexuality, sadomasochism and abuse of children were all seemingly lumped together
A History of the First World War in 100 Moments: Dulce et decorum est - a life cut short for a poet whose work achieved immortality

A History of the First World War in 100 Moments

Dulce et decorum est: a life cut short for a poet whose work achieved immortality
Google tells popular music website to censor album cover art in 'sexually explicit content' ban

Naked censorship?

The strange case of Google, the music website and the nudity take-down requests
Howzat! 8 best cricket bats

Howzat! 8 best cricket bats

As England take on India at Trent Bridge, here is our pick of the high-performing bats to help you up your run-count this summer 
Brazil vs Germany World Cup 2014 comment: David Luiz falls from leader figure to symbol of national humiliation

David Luiz falls from leader figure to symbol of national humiliation

Captain appears to give up as shocking 7-1 World Cup semi-final defeat threatens ramifications in Brazil