Popla Mega rol 4 pack
Client: Tina Sletten
Designer: Lonneke
1. Background
Manufacturer/company:
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Popla is originally a Dutch toilet paper brand. It was introduced in 1962 for the paper mill Page in Gennep where a new factory was built. Since 1996 it has been a part of the American company Kimberly-Clark worldwide Inc. After the factory was closed in 1999 the toilet paper has been produced elsewhere. Page is still a brand for Kimberly-Clark.
Poplas brand include the King, Admiral, and the Emperor on the packaging. The brand got quite famous through a commercial with the slogan: "Popla is, Popla is, one two three four, soft toilet paper. King, emperor, admiral, they all know Popla. One two three four, strong toilet paper. Stating that even the most important people use Popla. They claimed that one roll had 1000 squares, but it was found out that it was only 996 sheets on one roll. Watch the commercial here.
Popla is only sold in a four pack and has no other products under the name of Popla. On the package it is stated that it is owned by Kimberly-Clark worldwide, but I am unable to find the product on its websites. Kimberly-Clarks mission however is to reduce 50% of plastic footprint over a 2019 base year, advance the wellbeing of 1 billion in vulnerable and underserved communities and reduce their water footprint of their mills in water stressed areas by 50% over a 2015 base year. Kimberly-Clark has 46 000 employees worldwide in 216 locations in 63 different countries.
Product description:
4 pack of 100% recycled toilet paper. The packaging is pvc-free and is easily composable. There is a lot of paper per roll, making it efficient, but still the same size as other rolls. The toilet paper has two layers with 400 squares on each roll, over half the amount of squares as it used to be. The product is produced in the EU.
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Current strategy:
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For obvious reasons this product can be bought by anyone. It is especially suitable for big families where you want the rolls to last as long as possible or for a student who does not want to either carry or store a lot of rolls. Under the page of Kimberly-Clark toilet paper is stated as “family care”. Popla has for a long time been an A-brand but positioned in the middle of the shelf in the Albert Heijn where it is sold for €2,89. The toilet paper is double layered and recycled making it a bit thinner and rougher than its competitors like Page.
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Visual product & shop section:
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The Mega rol packaging is red, yellow, green, white, and black. The red and yellow shape represents a shield referring to the royal branding of the King, Admiral and the Emperor. These three figures are also on the actual packaging located under the name of the product. There is a green recyclable sign on the package as well. The name “Mega rol” takes up most of the space. The actual design of the packaging as a whole is repeated on all sides of the package.
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The product is located in the toilet paper and kitchen paper isle in the Albert Heijn. In the shelves it is positioned next to the local AH brand and the popular A-brand Page. Page is also owned by Kimberly-Clark.
The first isle of toilet paper products are all different brands like Page, Edet, Nalys, Popla and AH. The second isle is dedicated more to the AH brand with packages in bigger scales. All toilet paper packaging looks the exact same – wrapped in plastic.
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Current marketing positioning map
The Popla Mega rol comes in a package of four for €2.89 at AH. Other brands that have this size is Edet Comfort (€3,39), Edet Ultra Soft (€4.79), Page Puur (€2,99), Page Eco (€1,99), Page Maxi (€2,49), AH Toilet Paper (€1,39), AH Zacht & Sterk (€2.15) and AH Eco (€1,69).
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These are the prices per roll from cheapest to the most expensive:
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For the positioning map I have only included some types of the different brands that are direct competitors i.e. that claim to have the same quality, amount of paper or sustainability: AH Toilet Paper, AH Eco, Page Maxi, Page Eco, Edet Ultra soft and Nalys Excellence.
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Positioning maps:
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Problem in design and packaging
Visual identity:
The packaging for the Popla toilet paper looks very outdated. There are three different fonts which makes it inconsistent. The colors are very bright and bold, making it look more tacky than appealing. The packaging does not scream A-brand. The toilet paper has a rougher texture compared to the majority of the other brands so it does not communicate softness as well as them. Does the toilet paper need to change or are people willing to pay for thinner but more paper?
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The King, Admiral and the Emperor is a part of the marketing history of the brand, however, we think that these small figures should not be on the packaging.
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Packaging:
The packaging plastic is claimed to be 100% recycled and can also be recycled again. This is obviously a good thing, as long as the plastic get recycled by the consumer. There is plastic for the obvious reason of protecting the paper from water. But I think however that another solution for the material of the packaging can also be tested. Maybe the toilet rolls can be packed individually? Can the packaging material be of other use in the household, for example wax paper? Or the recycled plastic can be used as a trash bag? The packaging should be easy to store for someone with little space which reflects the amount of paper per roll.
In addition to that it should be easier to carry the package of four rolls without having to hold around the whole thing. I think the packaging should reflect that it is sustainable but avoiding a big green recycle graphic element on the packaging.
2. Goals
Communication:
The Popla Mega rol should communicate that it is still Mega rolls in terms of a big amount of paper squares. It is an economy pack, and the packaging is recycled. The packages is suitable for whoever that would like to pay less for more paper and have a smaller area of storage. However, we want the name Mega rol to change.
We would also like a new slogan for Popla. The slogan does not need to be stated at the actual package if it does not fit. The design with the Admiral, Emperor and the King has played a huge roll in Popla’s history so either try to modernize it or remove it completely.
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Design:
Minimalistic is trendy. Keep it as simple as possible while still being able to communicate what is stated above. The present colors red and yellow should be switched out, but it should still be visible in a shelf next to its competitors. If the toilet paper will be individually packed one can play with different designs that appeal to the target consumer. This can be a fun activity for the whole family as you can pick the design of your liking.
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Sustainability:
Explore the options of creating a packaging for the toilet paper that is made of something else than plastic, even though it is made of recycled materials. By first glance plastic is not appealing to the environmental conscious consumer even though it is recycled and recyclable. A clear plastic packaging is also less environmentally friendly than colored plastic packaging. Other competitors have the Forest Stewardship Council (FSC) quality mark which Popla does not. This should be changed. Explore the option of making the toilet paper out of bamboo material as this demands no paper from trees.
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Usability:
Explore the options of another form of packaging the toilet paper. We are known with the standardized way of doing it, but it might not be the best solution. Every time you open a package of toilet paper some of them fall out and the package is harder to stack. Maybe there is a solution to it? The toilet paper needs to be protected from the rain as most of the Dutch people are biking regardless of the weather. Bringing the package home on a bike should also be easily arranged.
3. New strategy & positioning
Positioning in shop segment:
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The Popla roll should be positioned higher up in the shelves to be more at eye level. This makes it easier to see for the customer and there will be a higher chance that they might buy the product.
4. Target consumers
5. Insight target group
The target consumer uses the Popla Mega rol on a daily basis during toilet visits at home. The target consumer is loyal to the product making it the only brand of toilet paper they buy. The product makes it easy for the household of families and single people to store a lot of paper with minimum space and buy rolls that last longer for all the members of the family. Choosing sustainability is a high priority of the consumer. Choosing Popla Mega rol is choosing green but the choice feels even better when the product has the official FSC mark. Therefore, the AH Eco and Page Maxi are strong competitors. The absolute soft spot with this product is how it contains more sheets of paper in the same sized roll as compared to other brands.
6. The promise
“Buy this product and you will choose green, clean and have enough paper as if you were the queen.”
7. Advantages
Popla Mega rol is the only toilet paper which is also made from recycled paper. In addition to having sustainable packaging the product itself is also sustainable. Popla have cleaned the Dutch for decades. Even the King, Admiral and the Emperor can quality proof :) Many Dutch people are already familiar with the brands’ story and its commercial back to when it all started. It has an emotional value to the customer.
8. The proof
9. Brand architecture
Popla will continue to only sell toilet paper but in different packages for 4, 6 and 10 rolls. Explore the idea of individually packed rolls.