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Design Edition Toiletpaper Pack

Agency Network: 
Published/Aired: 
February 2011

Description

The Hakle toilet paper “Special Edition Pack” - this case shows how a simple truth was the starting point for a relevant design solution and brand activation. Buying toilet paper is a chore. Everybody needs it, but nobody really likes being seen carrying it home. Especially ladies find it a bit weird. So in cooperation with a fashion label a special edition pack was designed and produced. A multifunctional, rather stylish carrier bag. Special instore placement brought it to market with great success.

Ambient advertisement created by JWT, Germany for Hakle, within the category: House, Garden.

Advertising Agency: JWT, Germany
Creative Directors: Till Hohmann, Mark Karatas
Art Directors: Kathrin Waschek, Elena Sautner, Bettina Karmrodt
Copywriter: Carsten Bug
Illustrator: Gerald Eskuche
Account Manager: Petra Wunderlich
Client Service Director: Bernd Adams
Production: Claudia Klein, Fabian Schrader
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Highest Rated

kleenex's picture

I see where you going with this, but they got the weird item to sell, buttttt it can be used for more than toilet paper.

kleenex
Activity Score 58793
Web Designer/Developer
new designer's picture

I really don't see the purpose for this product. what's next? a bag for the toilet paper bag?

new designer
Activity Score 98
Sheffield,England
kleenex's picture

I see where you going with this, but they got the weird item to sell, buttttt it can be used for more than toilet paper.

kleenex
Activity Score 58793
Web Designer/Developer
morse's picture

It's an ok idea, but nothing outstanding.

morse
Activity Score 18159
Art Director |

.. / .-.. --- ...- . / .- -.. ...- . .-. - .. ... .. -. --.

Bob.C's picture

Ok, like the idea of co-operating with fashion labels. Not convinced that designing special edition anti-embarrassment versions of normal packaging wouldn't have been more effective (and have longer term expansion potential).
The final 100 000 Euros figure seems fairly low and doesn't mention the cost of special edition packs

Bob.C
Activity Score 1155
Copywriter at Convince Ltd |

= http://we-convince.com/ =

Kriativity's picture

why do you even need to carry so many toilet papers all the time??..u jst go pick it up from the mart and carry it home..cant find a reason why this concept was made at all..

Kriativity
Activity Score 414
cracker66's picture

i don't know how toilet paper is sold in india but you pay way more if you buy smaller packages of it. and the observation of people being embarassed carrying around is right - i personally hate it to carry it around and i am no woman.

cracker66
Activity Score 163
Copywriter
reltal's picture

it discourages men to buy toilet paper.. but cool idea generally

reltal
Activity Score 3
Copywriter at Dubai, UAE
sambuca's picture

I always let my girlfriend carry those :D

sambuca
Activity Score 1066
Art Director at tolingo GmbH
Glut's picture

why??? no point in this idea. shallow

Glut
Activity Score 3935
Public Relations at Glut. Ideas Boutique.
sophisto's picture

would like to have a bag like that for Pampers for my daughter :D

sophisto
Activity Score 2
Graphic Designer
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