How can the small brand compete against the market leader?

The toilet tissue market is led by Purex. Our client Cottonsofts is considerably smaller, but determined. It is tough to beat Purex on consumer preference, product or price. Cottonsofts needed to create something compelling and ownable that can differentiate the brand.

Energi helped develop the brand’s competitiveness with the use of Ralphy a character that brings personality to this relatively low involvement category. Ralphy has proved to be a valuable brand asset and voice with which to tell product development and other stories to gain consumer attention for Cottonsofts.

The Outcome
In a category of parity Ralphy provides Cottonsofts with an enduring basis of differentiation.