Nalys. Jim & Clara.
GOAL
Migrate all Lotus users to a new brand: Nalys

Sofidel Benelux acquired the Lotus toilet paper and kitchen towel business, but the brand licence runs out in 2018. So rebranding was called for. At the same time, Sofidel wanted to reposition the brand as nature-inspired, linking up with consumer megatrends.

IDEA

Kitchen paper towels and toilet paper are extremely low interest items. But when communicating, it’s still important to stress the product’s functionality. A recipe for boring advertising?

Nalys. Jim & Clara.
Nalys. Jim & Clara.
CAMPAIGN
Jim and Clara

How could we demonstrate kitchen paper towels without becoming boring? Stereotypical man-wife interaction can make for entertaining household stories. So we created an ownable brand universe for Nalys, starring Jim and Clara, the jungle couple. Macho Jim and smart Clara can bring you any Nalys product and keep it fun.

Results
7
likeable
In the Medialaan Topspots study (Insites Consulting) Jim and Clara outscored the benchmark 7.0 vs 6.1.
72
original
With the benchmark at a low 39% our jungle couple surprised people, 72% found them to be original. (Insites Consulting)
54
funny
Jim and Clara’s man-wife humour got people laughing, 54% found them funny vs a 18% benchmark. (Insites Consulting)
52
Informative
And yes, an original, funny campaign can inform people about the product and brand, 52% of respondents thought so compared to a benchmark of 40%. (Insites Consulting) Not bad for a couple of tree dwellers.