The black toilet paper by Renova
Toilet paper is probably one of the most boring products on the market... Everyone needs to use it, and they probably buy the most cheapest one on the supermarket. The biggest difference between models/brand is the number of "sheets" it has: simple, double, triple... This number is associated with its softness, the biggest the better!
You can definitely feel the difference between a simple or a triple sheet toilet paper, and, excuse my "french", your "bottom" will appreciate it also! :)
Then, Renova appeared...
Renova is a portuguese company which, among other products, is a toilet paper manufacturer. As all other small companies in the world, it's been struggling to survive in a market dominated by international giants and private labels.
So they had to innovate to stand out in the crowd, and that's exactly what they've been doing in the last couple of years!
Their current star product, came from a brilliant marketing idea for their main product (toilet paper) - why couldn't it be done differently? Why does it had to be white? Why not BLACK?
And so, they invented the black toilet paper which is having an amazing success across the world!
You can also find this toilet paper in other colors like blue, red, yellow, and yes... there's is also a brown version of it :)
They have transfer the rolls from supermarket shelves into fashion shows and designer boutiques!
INSEAD - Renova
The INSEAD study
INSEAD has made a case study focusing on the marketing strategies of Renova, and with this video case study, they have won the overall global award for the best case study from ECCH (formerly European Case Clearing House).
The project was directed by marketing professor Pierre Chandon and the video component was produced in-house at INSEAD. Professor Chandon and Renova CEO Paulo Pereira da silva introduce the first video segment of this case study, watch it below.
Renova in other colors
Renova Red Toilet Paper
A Renova store in Porto, Portugal
The Renova Black Toilet Paper has also been featured in Financial Times articles and is considered to be Simon Cowell's favorite toilet paper :)
Besided the color toilet paper, they also have a green perfumed one :)
You should check a little more of their products on their site www.renova.pt