Velvet Floral Fantasia
Creative Toolkit
The Challenge
Toolkit and creative concept development required for a new product launch. This was to be pitched to Iceland for their ‘Brands on Ice’ initiative (Iceland’s quarterly showcase for the best in branded new product innovation & development).
The NPD was Velvet’s first scented toilet roll proposition called Floral Fantasia.
An agency had originally been briefed to produce the creative concept, but their pitch wasn’t satisfactory and the work was extremely time critical.
Research & Discovery
Iceland/The Food Warehouse has over 1,000 stores and 4.5million weekly customers looking for good value return from their cash. A successful launch of the product was expected to deliver £8.5m RSV and £2.3m profit.
Velvet is a heritage brand trusted by Iceland shoppers. With unpleasant smells being rated as something shoppers try to eliminate from their bathrooms drawing attention to the scented nature of this product was critical.
Initial sketch
Development of die-cut aisle fin. I presented multiple options to the Velvet brand manager who selected their preferred design. The above three weren’t selected.
Ideation & Solution
Utilising the look and feel of the packshot (including colours and illustrations), I proposed the tagline ‘scent-sational Velvet’. I overlaid this against a swoosh depicting scent. I pulled out the floral elements from the pack placing them around the packshot. I then created this digitally, rolling out the design across POS touchpoints once approved by the Brand and Shopper Marketing teams.
Impact
The visuals created paid a large part in the success of the Brands on Ice pitch, bringing the pitch to life visually.