Ten years after its launch on the UK market, Sofidel refreshes the Regina brand with a new positioning and tag line. The brand is very well known for the Regina BLITZ paper towel and the claim “Cleaning in a flash”, which has entered the hearts and homes of Brits thanks to advertising campaigns that have helped it achieve pop icon status among consumer goods, is now embarking on a new phase of expansion and development in European markets. Markets included in the refresh are UK, Ireland, Italy, and Poland, where plans will roll out from October.
Regina is making its international-level début with a single campaign, “Paper for People”, and a concept centered on emotion and the certainties that every individual needs in the place they feel most at ease: at home. These certainties are things that only Regina products can offer thanks to their high level of quality and innovation. The first campaign to air will focus on the kitchen towel product line, specifically Regina Wish which is positioned uniquely with its ‘handy-sized sheets’, helping consumers to waste less by using the right quantity for each task.
The Regina refresh also involves a refresh of the historic logo and, starting from 2018, a new design for the packaging. The new packaging will include a more uniform hierarchy of product benefits and more rational presentation of information to help consumers choose the right product for them. The new identity system will also make the texture of the tissue more visible and highlight the Sofidel quality and environmental sustainability guarantee. The transparency of the information on the label is a distinctive strong point for Regina.
The sustainability guarantee will benefit from a renewed emphasis as it’s a particularly important guarantee for Sofidel, a company that has chosen to position itself within a premium segment and has long put sustainability at the center of its business strategies. This can be evidenced by the work done to limiting climate-changing emissions (including taking part in the WWF Climate Savers programme), to managing water resources responsibly and to procuring pulp certified by independent third parties with forestry certification schemes.
Sofidel’s progress on these fronts has been particularly significant: by the end of 2016 Sofidel had reduced its direct CO2 emissions by 19.1% (per kg of paper produced compared to 2009), could boast an average water use distinctly lower than that considered good practice for the sector (7.0 l/kg vs. 15–25 l/kg) and procures pulp solely with the following certifications: FSC®, FSC Controlled Wood, SFI®, PEFC™. In particular, Regina products in United Kingdom and Ireland are certified by FSC.
Luigi Lazzareschi, CEO of the Sofidel Group comments on why now is the right time for this brand refresh and new campaign; “30 years after the launch into Europe, we’ve chosen to revisit the positioning of Regina, the brand that has played a leading role in enabling our growth to become the sixth global player and the second in Europe in the tissue sector. We’ve done so together with an extra step forward, lending it an unambiguous pan-European brand identity, since it’s now a market leader with international recognition.”
The copy will air across ITV, Channel 4, Sky media and a selection of DDT channels, with 20% of the budget allocated to VOL and VOD. http://www.sofidel.com/en/brands-products/consumer-brands/regina