Taking their cue from Japanese marketers, advertisers in the U.S. have started giving away branded packages of tissues to consumers at targeted locations as well as on the street.
Five Below, a retailer specializing in the teen market, is using branded tissue packets with a coupon insert to target hard-to-reach students with back to school specials.
To find out how to get your client’s message into consumers’ hands, read on.
This is one in a Media Life series on buying the new out-of-home venues. They appear weekly.
Fast Facts
What
Branded packages of tissues, wipes and related products distributed to targeted groups.
Who
AdPack, a subsidiary of Japan’s Itochu Corp., headquartered in New York.
How it works
Branded pocket-size packages of tissue products are distributed to targeted audiences.
AdPack has four programs:
-Ads are printed on the exterior of individual tissue packets that are distributed on site at specific locations or events or by street teams. This program is similar to pocket tissue advertising that is popular in Japan. The tissue packets are also available in a moisturized version. Coupons can be included inside each packet or attached to the exterior.
-Branded packages of moist towelettes are used as giveaways at targeted locations and events.
-Washcloths, or traditional Japanese oshibori, are individually wrapped, pre-moistened, all cotton disposable packaged in airtight foil.
-Tissue boxes are branded with an advertiser’s message and distributed to classrooms where they are positioned for student use.
Creative can be similar to what an advertiser is using in other venues or can even be tied to the tissue theme, says AdPack president Steve Jacobs. “The product offers a big graphic space, and we recommend that a client give prospective customers as much information as they can.”
Imprint area on standard tissue packs is 4.167 inches by 2.375 inches. On moisturized packs it’s 4.167 inches by 5.75 inches. The space is 2.75 inches by 1.5 inches on packets of moist towelettes and 3.2 inches by 6.25 inches on packages of moistened washcloths.
Creative can be placed on all four sides and the top of tissue boxes. Each side measures 5.25 inches by 4.375 inches.
Four-color process is used. Advertisers usually provide creative, but AdPack has a creative staff that can assist.
Distribution options include the advertiser handing out branded items at their place of business or event sites. AdPack offers turnkey service using street teams. Additionally, they’re working with taxis, airlines, cruise lines and other potential distribution channels, Jacobs says.
Branded tissue boxes are delivered to schools that in turn hand them out to teachers to place in their classrooms.
The programs involve one advertiser at a time. “Although if an advertiser has a partner we might be able to brand the package with one ad, for example a hotel chain, and insert a coupon inside for their local partner restaurant,” Jacobs says.
Markets
Tissue packs are available in any U.S. market with street teams currently operating in the top 20 metropolitan markets. “We can work with an advertiser to arrange distribution in other markets,” Jacobs says.
The TissueBox program is in 17,000 schools in the top 20 DMAs as well as in every state, distributed in classrooms ranging from kindergarten through high school.
Numbers
Four billion packages of branded tissues are distributed in Japan annually, almost eliminating tissues as a retail product.
How it is measured
Distribution numbers are used to determine impressions. Additionally, coupon redemption is used for tracking. “A Japanese fast food restaurant in Manhattan had a redemption response of 4 1/2 percent when they offered a free beverage with the purchase of a meal one afternoon,” Jacobs says.
What product categories do well
Currently tissue packs' largest advertiser is a bank, Jacobs says. One of the biggest potential advertisers is the pharmaceutical industry. “Cold and flu and allergy medications are about as ideal a market as we can identify.”
The school tissue program is targeted at children and youth with entertainment a strong category. Violent video games, alcohol and other categories considered inappropriate for children aren’t accepted. Schools also have veto rights on any tissue box programs.
Demographics
Consumer groups can be targeted. “Clearly targeting has to do with the distribution venue,” Jacobs says.
Making the buy
Lead times vary from four weeks to 90 days. Standard branded tissue packets range in price from 19 cents each in an order of 250,000 to 30 cents each for 10,000. Coupons or inserts and distribution are at additional cost. Moisturized tissues run 24 cents to 32 cents per piece.
Moist towelettes run 46 cents each for orders 250,000 pieces up to 65 cents each for 20,000. Moistened washcloths run 74 cents to 78 cents per piece.
Distribution has the biggest impact on cost, Jacobs says.
Who’s already on branded tissues and wipes
Five Below, Commerce Bank and Yoshinoya restaurants have advertised on tissue packs.
Lowe’s branded moistened washcloths and gave them out during contractor appreciation days at all 3,200 of their stores. They also distributed branded washcloths on site at NASCAR events.
Virgin Mobile and Albertsons have sponsored TissueBox advertising in schools.
What they’re saying
“It’s hard to target teens to get their attention. You have to think out of the box. Each store is distributing (tissue packets with coupons) to their local schools and once they call the PTA to hand them out at open houses or assemblies they [and the] schools get really excited about the idea. Some stores are already calling for more tissues.” – Elizabeth Romaine, marketing manager for Five Below, a chain of retail stores targeting teenagers
Web site info
AdPack at www.adpackusa.com
Etc.
Check the Media Life archives for “Put your client at the head of the class,” a profile of TissueBox Advertising, which is now part of AdPack, that appeared on February 7, 2005.
