Now the New Product Development case study includes other markets, we get to see a winner in the tissue market. Going under the huge German Tempo brand (if you’re a regular reader here, you’ll know they had a foray into toilet paper), the study group’s idea was to target a very specific, but very frequent usage occasion, side-stepping the usual association with tissues (for people with a cold). In fact, people using this study group’s product normally feel far from unwell.
It’s the tissue for afterwards. So users of the Tempo Sexy Box are less into blowing your nose, and more into … er … bedroom use of tissues.
Unfortunately there are no packs to show you. Though I can tell you it looked like an extended version of a Kleenex box, complete with condoms and lubricant gel. Somewhat disappointingly, there’s no advert showing the usage occasion either (though I think the target market – which predictably included the masters students themselves – would probably prefer to see ads showing the action before the usage occasion, not the clean-up operation afterwards). I can also report that, unlike previous case studies, they decided not to act the ad out. But we all got the idea.
The question for the study group was how to sell it. But I dare say that imagination itself was enough.
The German slogan is pretty untranslatable, so I’ll just say, roughly “Relax, it’s in your hands”: Hast du’s zur Hand, bist du entspannt!