Puffs, and the tissue category as a whole, has a Millennial problem. Beyond consumers struggling to differentiate between brands, most people ages 18-34 don’t think of tissues as a necessity, even when sick, which is causing a huge usage gap between childhood and parenthood.
Millennials view tissues as a luxury item. Tissues are such a first world thing. Why buy tissues and toilet paper, when toilet paper can do the same thing?
Before Puffs can stand out from Kleenex with a memorable brand personality, before it can rise above private label with innovative products, it must first convince a generation of non-users that the tissue aisle is even worth the trip.
These adults-in-training are late-20s/early-30s-somethings inching their way toward adulthood one seemingly insignificant decision at a time. They’re becoming established in their careers, gaining responsibility (and even authority). This doesn’t mean they are compromising their sense of fun or sense of humor, but signals a subtle shift in their priorities. Late nights and bar tabs are giving way to wine bottles and relationships. Thinking its time to clean up their acts (and their apartments), their purchase decisions are beginning to bear the weight of long term implications. And, importantly, they’re learning how small considerations can make big statements.
While adults-in-training are apathetic when it comes to tissues, they know they are better than their tissue shortcuts.
"Using toilet paper as a tissue is more of a college guy thing to do…I associate it with being young and lazy."
"At some point we’re going to have to show our adult friends around the house - we don’t want to be the toilet paper family."
What we have is an inert audience facing the right direction, but without kids, they lack the proper push.
We decided to push them. The toilet paper roll shares an uncomfortably close relationship with your hand and your butt (you don’t want to bring your face into the mix). TPs made for durability which means its tough on your face, especially during cold/allergy season. Its awkward to carry and takes a string of squares to provide the same coverage as a tissue. And one must remember, it's not what your houseguests expect or appreciate because, it is manufactured, first and foremost, for your butt.
Our strategy was simple: Shame the substitutions because there is no substitute for a fresh tissue.
Click to play the BUTT OR FACE? quiz game to determine if you know which products are meant for your face.