REGINA
Regina: In Italian homes and hearts for 30 years. Sofidel launched the Regina brand in 1987, putting the products on the Italian market first and then on the company’s other reference markets. For 30 years its products have become authentic pop icons among consumer goods in Italy, taking their place in the hearts and homes of Italians thanks to their strength, absorbency and softness, but also thanks to adverts that gave rise to genuine earworms (“Neverending rolls”) that have entered Italian advertising history.
A success due both to the high quality and sure performance of the products, produced using an exclusive selection of pure pulp fibres, and to the width of the range and capacity for innovation, as in the case of the jumbo rolls and of Regina Wish, for reducing waste: these are the factors that have made Regina the reference brand in Italian homes in terms of hygiene.
The brand has four product lines: toilet paper, kitchen towels, napkins and handkerchiefs.
Regina Big Rolls fall under the first category with 500 sheets per roll, more than double that of standard toilet rolls, as does Camomile Paper, soft, substantial and with a delicate camomile scent, which thanks to its colour designs and Milla, the ant-star of its adverts, has won the hearts of even the smallest consumers.
Asciugoni Regina, together with Regina di Cuori, Blitz, specially developed for cleaning the home and shiny surfaces, and Wish, which reduces waste thanks to intelligent, “hand-sized” redesign, make up the kitchen towel line.
Regina
New brand positioning for Regina
Regina, the historic Sofidel group brand, returns to communication, and it’s all about change. The new “Paper for People” tag line conveys the dual aim of the brand: on one hand, helping people in their little everyday domestic challenges, on the other, developing ever more innovative, sustainable and high-performance products. This positioning is also summarised in the new “Brand Manifesto”, which encapsulates the brand’s values. In the spotlight of the multi-subject campaign – which will be on air in Italy, Poland, Ireland and the UK – are Asciugoni Regina, Regina Blitz and the new Regina Wish, the kitchen towel that allows you not to waste paper thanks to “hand-sized” design. Each promise of the individual products is part of a single communication platform, able to convey the benefits associated with the individual products as appropriate using an innovative, warm language and tone. The shared concept underpinning the campaign belongs to the personal experience of each one of us: there are little inconveniences that are genuine certainties in our home lives. Luckily, however, there’s another certainty, that we can always count on a Regina product to solve these little problems quickly (Blitz), without wasting paper (Wish) and with rolls that last longer than standard ones (Asciugoni). Stories of family relationships and everyday life take center stage, with a light, witty and warm tone, further underscored by the text of the voice over accompanying the individual adverts and the music that links them. The advertising campaign also marks the beginning of collaboration between Sofidel and Grey, the agency that come out on top in a recent consultation which involved various local and international organisations. The rebranding activity has instead been handled by The Branding Letters.
REGINA ROTOLONI
The Italians’ favourite toilet paper has more than 500 sheets per roll, more than twice the sheets of normal toilet paper. An exclusive selection of pure virgin pulp fibres ensures Regina Rotoloni have a truly unique resistance and softness, while their distinctive pattern adds elegance and identifiability of real leaders to the product.
Visit the Rotoloni website
REGINA CAMOMILE PAPER
Soft, resistant and with a gentle camomile scent, this product did not take long to win over consumers’ hearts. While its communication strategy was also popular among children, those using tissue paper for the house and kitchen appreciated the resistance and absorbent capacity offered by its pure virgin pulp fibres.
Visit the Carta Camomilla website
REGINA ASCIUGONI, REGINA DI CUORI AND REGINA BLITZ
Regina Asciugoni, Regina di Cuori are the paper products for use in the household designed by Regina to meet any need in terms of hygiene and cleaning: Regina Asciugoni with its absorption and proverbial durability.
Regina di Cuori with its bright and original love-themed patterns.
regina wish
The Regina Wish kitchen roll has recently been launched in Italy. Its intended purpose is the kitchen environment and any kind of situation/action that has to do with food contact, exactly like traditional kitchen rolls already present in the marketplace. What makes Wish a different product concept from a consumer stand point are its dimensions: indeed Wish sheet has been smartly engineered with «handy sized sheets», that is sheets with unique dimensions that allow consumers to use the just right amount of paper per each task based on their effective needs, reducing waste versus the traditional product accordingly. Actually on average Wish sheet area is 25% ish smaller than standard kitchen rolls, and thanks to its flexibility the product lasts even longer.
Visit the Regina Wish website
regina Blitz
Regina Blitz with its innovative technology has been designed to clean glass and glossy surfaces in a flash without leaving any fluffy residues.
Visit the Regina Pulizia website
Regina handkerchiefs
Regina WWF Collection handkerchiefs provide guaranteed softness and strength for all types of use thanks to their 4-ply, pure cellulose composition.
They are available in 10 packet and 30 packet formats. And they come in two series: the FOREST and the SEA.
The individual packets are covered in charming animal images.
With its Regina WWF Collection handkerchiefs Sofidel supports WWF projects both in Italy and at an international level in the conservation of endangered species such as the panda and the tiger.
Visit the Regina handkerchiefs website
Finally, making up the handkerchiefs line are the Cartoon line with the fun images of Milla the ant.
Visit the Carta Camomilla website
