MediaBuyerPlanner: Viva paper towels is launching its first major ad effort in nearly a decade. The campaign will see a full-page, custom-printed sheet of Viva brand paper towels inserted into the June issues of Every Day with Rachel Ray and Reader’s Digest magazines.
The print ad includes a six-page advertising insert, which sandwiches a sheet of Viva paper towel between advertising copy. A $1.00 coupon is incorporated into the last page of the advertising insert.
In addition to the towel insert, Viva brand 30-second television spots are running on cable channels, including The Food Network, Fine Living, The Travel Channel, Home, and others.Throughout 2006, Viva paper towels achieved double-digit volume growth as a result of “sharing the Viva brand story with consumers,” according to the company.
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