To set its toilet paper packages apart from others on the market, Aria embraced designs that have the potential to disrupt the category through humor.
Although many toilet paper brands aim to win over consumers by offering competitive prices, Aria instead turns its focus to the use of imagery that illustrates the softness of its product. The design by Nik and Carole pays attention to the fact that: "research showed customers weren’t prepared to sacrifice comfort or their loyal brands, even if they were spending less pennies when they go to the loo."
The Soft, Strong and Quilted products boast images that transform rolls of toilet paper into headrests and hair curlers, offering a lighthearted approach to selling the essential household product.
What's Driving This Trend
- Humorous Packaging
- Toilet paper brands can leverage humorous packaging designs to differentiate themselves from competitors.
- Emotional Branding
- Toilet paper brands can use emotional branding strategies to become more memorable and appealing to consumers.
- Softness Messaging
- Toilet paper brands can emphasize the softness of their products through messaging and packaging designs to persuade consumers to switch brands.
Who This Affects Most
- Consumer Packaged Goods (CPG)
- CPG companies should consider using humorous packaging designs and emotional branding strategies to stand out in crowded markets and appeal to consumers.
- Marketing and Advertising
- Marketing and advertising professionals can help toilet paper brands create memorable and effective packaging designs and branding strategies that resonate with consumers.
- Retail
- Retailers can work with toilet paper brands to create eye-catching displays and marketing campaigns that leverage humorous packaging and emotional branding to drive sales.
