Not all can be digital

Below is an advertisement for the French toilet paper company Le Trefle, which I thought was fantastic. It relies on the customer insight that many of our daily routines have changed with the advent of digital print and tablet computers. Toilet paper in this ad competes in the frame of reference of "daily routines" and differentiates on the fact that toilet paper can never be replaced with a digital alternative (at least let's hope not). I like how the ad chose such a unique frame or reference and that it differentiates not on softness or durability, but simply on its paper material. Sometimes advertisements don't need to find that "it" factor that makes their product better than every other product in the category, they can simply rely on clever consumer insight and a unique frame of reference to make their product appealing. The jury is still out on whether this ad actually drove new users to the brand.

For you non-French speakers out there, the tagline at the end translates to: "Paper has a great future". Love it.