IN THE HEARTS AND HOMES OF ITALIANS FOR OVER 30 YEARS
Sofidel launched the Regina brand in 1987, selling its branded tissue paper products first in Italy, and then across the Group’s other European reference markets.
In over 30 years, Regina 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 become a part of Italian tradition and advertising history.
A success due to the high quality and certainty of performance of the products, developed with an exclusive selection of pure pulp fibres, as well as to a wide product range and their capacity for innovation shown in over 30 years: these are the factors that have made Regina the reference brand in Italian homes when it comes to hygiene and cleanliness.
KEEP LOOKING TO THE FUTURE
A capacity for innovation proved since the beginning of the 90s, with the invention of a new Nielsen product category, that of maxi rolls – rolls of greater diameter with more than double the number of sheets of their direct competitors (500 compared to 200-230) – and continued with Regina Wish kitchen towels, a household product that allows the use of just the right quantity of paper for any task, thus reducing waste compared to traditional products.
From July 2019, Rotoloni Regina toilet paper is also available on the supermarket shelves of major Italian retailers with an “Eco” version, with packaging made of kraft paper – a plant-based material that is renewable, biodegradable and easy to recycle – instead of standard polyethylene film. Rotoloni Regina Eco are also manufactured using electricity from 100% renewable sources, generated at the Sofidel production plants.
The new product line joins the traditional range and represents a new contribution towards environmental sustainability by the Sofidel Group, while standing out for the same level of quality that Italians have come to appreciate over time.
The brand has four product lines: toilet paper, kitchen towels, napkins and handkerchiefs.
Traditional Rotoloni Regina fall within the first category, as does the new line Rotoloni Regina Eco (wrapped in kraft paper) and Carta Camomilla, soft, thick and with a delicate camomile scent, which – thanks to its colourful designs and Milla, the ant-star of its adverts – has won the hearts of even the youngest consumers.
Asciugoni Regina, together with Regina di Cuori, Regina Blitz, specifically developed for home cleaning and shiny surfaces, and Regina Wish, which reduces waste thanks to its intelligent, “hand-sized” redesign, make up the kitchen towel line.
The napkin line offers soft, resistant, coloured products in various sizes, to make dining tables the right place for spending time together. Finally, making up the handkerchiefs line are the WWF Collections, soft partners in protecting the environment thanks to the support provided to WWF initiatives, and the Cartoon line kids tissues that feature fun images of Milla the ant.
In 2017, Sofidel refreshed the Regina brand with a new positioning and tag line.
The new “Paper for People” tag line conveys the dual aim of the brand: on the one hand, helping people in their little everyday domestic challenges, and on the other, developing ever more innovative, sustainable and high-performance products.
Regina products – Asciugoni Regina, Regina Blitz and Regina Wish – were also in the spotlight of the multi-subject campaign which was on air in Italy, Poland, Ireland and the UK in 2017.
The shared concept underpinning the campaign belonged 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).