In many houses, the kitchen is the busiest room… and a place of never-ending tasks! Cooking several times a day, cleaning up, wiping the floors, putting away the plates and the grocery shopping, etc. It seems like it never ends!
Kitchen paper rolls are used in many countries to help with different household tasks. They are so versatile that many people find them very convenient. In Mexico, however, many housewives or cleaners still prefer to use a washable simple cloth for many tasks. As such, women are often buying the cheapest kitchen roll available when they need one. They would be willing to choose a specific brand or pay a bit more only if the benefit it brings would really make a difference.
In Mexico, all brands talk on pack about how resistant, how absorbent or easy to tear off they are, but none of them show a real and meaningful benefit like soaking up a spilled liquid, absorbing fat from cooked ingredients, cleaning the kitchen table, etc.
Our client, a small kitchen paper roll brand is willing to change that and make kitchen rolls indispensable in Mexican kitchens! They want to show Mexican women a real added value that kitchen rolls can bring to help in the kitchen.
Today, less than half of Mexican households use kitchen roll… and this is where you step in! Can you help showcase on pack an important benefit for kitchen roll? Remember it must address big consumer issues in the kitchen.
Redesign the packaging for the 1-pack and 2-pack kitchen roll to drive a more intensive use (or uses) to make them indispensable in the kitchen.
- 1st (€3,000)
- 2nd (€1,500)
- 3rd (€500)