Opportunity: Universal Sovereign Trading (UST) had the opportunity to introduce a new premium tissue brand on Singapore’s supermarket aisles; they approached Tangible to help launch the brand before the listing date.
Insight: Tangible tested Preference Drivers, Personality Options, Names and Packaging Designs with the target audience. ‘Pursoft’ was the result.
Results: Within two years of the launch, 'Pursoft' became the market leader of premium toilet tissue. The total value of Singapore's tissue market is S$392M, of which UST (with Pursoft) has roughly a 11% market share.
Tangible’s solution for the Core Visual Elements of the Pursoft brand was a strong shape strategy, elegant colour palette and sophisticated typography. These memorable elements allowed the brand to create strong recognition with consumers across multiple media channels. Pursoft has been one of the more successful product launches in Singapore, listing in all the major supermarkets and creating a loyal following with the launch campaign and promotional offers.
The new ‘Pursoft’ packaging design needed to be relevant for bathroom tissues, facial tissues and kitchen roll. Therefore Tangible developed a broad range of packaging designs that were shortlisted by UST for testing across different segments. The USP for Pursoft was a 4-Ply product together with a scented core and the winning design highlighted the premium nature of the product.
Visit: Pursoft
Schedule a free 30-minute consultation to find out how we can help with your brand.
Tangible Pte Ltd.
5 Purvis Street,
#02-08,
Singapore 188584
+65 6338 6320
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