The toilet paper brand Hakle wanted to develop a promotional concept to underline the premium positioning of their product range. In a price driven market, they wanted to be the first to provide a greater benefit to premium shoppers than just an extra roll with every pack.

A unique product innovation was developed: a special edition designer pack. In fact, the first designer bags for premium toilet paper, created in cooperation with the German fashion label Coco Lores. The four different designs were used in unique secondary placments in supermarkets. The packs came in the special edition packaging that made toilet paper look good enough to be taken along to a cafe or while window shopping after buying it. No need to feel akward anymore.

The first edition of bags was sold out within one weekend. For the first time, toilet paper changed from a must-buy to a must-have, proving that design matters - even for toilet paper. This design idea had the power to change its category and created 100,000 € in free news coverage, blogging and PR for our client.