SCA’s German brand Zewa, the inventor of the kitchen roll and the country’s number one kitchen roll, has relaunched Zewa Wisch&Weg (Zewa Wipe&Clean) paper towels with a more dynamic packaging design as well as a more clearly structured product range.
During a Germany-wide promotional campaign customers are invited to choose what Zewa type they are.
They are assisted by five charming super heroes who embody the qualities of the respective new paper towels, making it easier for the customers to choose what product to buy. The five personified kitchen rolls are:
- Snow White Sally – representing the kitchen roll of the purest white without frills
- Save-a-leaf Steve – representing a select- a sheet- version for more economical use
- Classical Charlie – representing the white Zewa classic featuring the well-known trademark border
- Giant George – representing a giant version of Zewa in an XXL format, which means less frequent replacement of the roll and less storage space
- Designer Doris: representing the pretty designer rolls for the fashion-conscious consumer.
This way Zewa Wipe&Clean is servicing many different age groups and households, from students to senior citizens and from singles to large families.
Prize lottery
The re-launch includes a lottery. Zewa buyers are requested to enter their favorite product on the cards inside the Zewa packs or access www.zewa.de as they are asked the tongue-in-cheek question: “What Zewa type are you?” The prizes are 50 dinners with their everyday heroes or 1 x 5.555 kitchen magnets featuring the image of the five ultra absorbers.
Konstantin C Irina