Product re-launch

A test of character

Client: Robert Horne

Media
Press
DM
Ambient
Task

Robert Horne is the UK’s leading supplier of paper and board to the commercial printing sector. We were asked to re-launch Character, their ‘home brand’ equivalent of Conqueror. It was a highly competitive arena with conqueror’s spend being 5 times as much, we therefore needed an idea that would challenge the No.1 both in creative and strategy and would appeal to the end user.

Strategy

We created the ‘We all come into the world naked’ campaign, challenging people to think differently and put ‘Character’ to the test. For launch we offered free test sample packs via a direct response mechanic. The second phase of advertising encouraged orders through a charity donation to CLIC, with Robert Horne pledging £5 from each order of Character.

Robert Horne campaign overview
Robert Horne campaign artwork
Robert Horne campaign ad
Robert Horne campaign artwork
Robert Horne Campaign ad
Robert Horne Campaign ad
Robert Horne campaign
  • Robert Horne campaign visual
  • Robert Horne campaign visual
  • Robert Horne campaign visual
  • Robert Horne campaign visual
  • Robert Horne campaign visual
  • Robert Horne campaign visual

Results

Over 900 sample packs were sent out to end users and resellers. What’s more, over £5000 was raised through customer orders of Character for CLIC during the months of May and June.

  • "Original and inspired ideas that always hit the nail on the head. Mickie and his team have provided me with resilient pieces of work that I can use time and time again. I wouldn’t hesitate to recommend Katswhiskers! "

    Lucy, Marketing Manager, Ealing Broadway Shopping Centre

  • "I’ve worked with Mickie for over 11 years. Katswhiskers have done an excellent job but in particular their creativity has stretched our thinking. "

    Raj, Senior Marketing Manager, Epson

  • "Unfailingly creative and energetic but also commercially realistic, they have delivered stunningly original and effective designs. We are very exacting client and Katswhiskers has risen to our demands and exceeded our expectations in every case. "

    Jonathan, Group Managing Director, Cadogan Tate Group

  • "Katswhiskers redesigned our brand identity and website. Apart from excellent design, they delivered what they promised on time and on budget, maintaining good humour and professionalism throughout."

    Anthony, Chairman, Reputability LLP

  • "Katswhiskers have developed exceptionally creative campaigns which exactly meet our strategic objectives, they consistently get it right. "

    Graham, Marketing Director, Mill Group