Communication strategy

Instead of asking linen users to re-evaluate their decision, we decided to create a new product category – neither linen nor single-use – thus opening the target group’s mind to make a new decision.

In order to influence the highly traditional market, we chose two basic strategies: creating expectation through unexpected pre-launch activities, and then building credibility and “sense of belonging” by letting reputable restaurateurs explain how they use the new product.

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