CHALLENGE: First– Debunk the perceived superiority of quilted towels while touting the benefits of VIVA’s unquilted towel. Second – Breaking through the paper towel category and jolt consumers out of their routine, dramatically challenging their towel choice.

SOLUTION: We broke down doors to help Americans break their addiction to quilted paper towel. With an eight foot tall roll of VIVA Towels, a team of 1-stepper paper towel enthusiasts and our guru, Sandy, helped stage mock interventions to confront quilted users and reveal the truth about performance in the towel category. This integrated program (kicked-off on TV) resulted in an impactful campaign including – at-shelf signage, FSIs and a website that offered support to help them quit the quilt for good.