{"id":6129,"date":"2017-09-28T08:30:40","date_gmt":"2017-09-28T08:30:40","guid":{"rendered":"https:\/\/www.sofidel.com\/comunicato\/sofidel-refreshes-the-regina-brand-and-launches-the-first-pan-european-communications-campaign\/"},"modified":"2017-09-28T08:30:21","modified_gmt":"2017-09-28T08:30:21","slug":"sofidel-refreshes-the-regina-brand-and-launches-the-first-pan-european-communications-campaign","status":"publish","type":"comunicato","link":"https:\/\/www.sofidel.com\/en\/press-releases\/sofidel-refreshes-the-regina-brand-and-launches-the-first-pan-european-communications-campaign\/","title":{"rendered":"Sofidel refreshes the Regina brand and launches the first Pan-European communications campaign"},"content":{"rendered":"\n

The new campaign will be on air in Italy starting from Sunday, 8th October.<\/strong><\/p>\n\n\n\n

30 years after its launch on the Italian market, Sofidel refreshes the Regina brand with a new positioning and tag line<\/strong> and with consistent versions on international markets<\/strong>. The brand of the \u201cRolls that never end\u201d<\/em>, which has entered the hearts and homes of Italians also thanks to advertising campaigns that have made it a pop icon<\/strong> among consumer goods, is thus embarking on a new phase of expansion and development<\/strong> on European markets, with planning provided for 4 countries<\/strong> (UK, Ireland, Italy, Poland) by mid October<\/strong>.<\/p>\n\n\n\n

Regina is making its international-level d\u00e9but with a single payoff, \u201cPaper for People\u201d<\/em>, and a concept centered on emotion and the certainties that every individual needs<\/strong> in the place they feel most at ease, at home<\/strong>, certainties that only Regina products can offer thanks to their high level of quality and innovation.<\/p>\n\n\n\n

\u201c30 years after the launch, we\u2019ve chosen to revisit the positioning of Regina, the brand that has played a leading role in enabling our growth to become the sixth global player and the second in Europe in the tissue sector\u201d<\/em> stated Luigi Lazzareschi<\/strong>, CEO of the Sofidel Group. \u201cWe\u2019ve done so together with an extra step forward, lending it an unambiguous pan-European brand identity, since it\u2019s now a market leader with international recognition.\u201d<\/em><\/p>\n\n\n\n

The first broadcast relates to the kitchen towel<\/strong> product line, with the Regina Blitz<\/strong> (for home cleaning, ideal for shiny surfaces, doesn\u2019t leave any \u201clint\u201d), Regina Wish<\/strong> (for the kitchen, lets you save paper, \u201chand-sized\u201d) and Asciugoni<\/strong> (for the kitchen, super-absorbent, last more than twice as long as normal rolls) products.<\/p>\n\n\n\n

Below, the subjects and on-air dates in the various countries:<\/p>\n\n\n\n

-Italy, Regina Blitz<\/strong>: on air from 8 October
<\/strong>-UK, Regina Wish<\/strong>: on air from 16 October
<\/strong>-Ireland, Regina Wish<\/strong>: on air from 16 October
<\/strong>-Poland, Regina XXL (Asciugoni):<\/strong> already on air as of 18 September<\/strong><\/p>\n\n\n\n

The Regina refresh also involves a slight reworking of the historic logo<\/strong> and, starting from 2018, a new design for the packaging<\/strong>, with a clearer and more uniform hierarchy of elements<\/strong> and more rational presentation of information<\/strong> to help consumers choose the product, making the<\/strong> benefits<\/strong> more immediately evident. The new identity system will also make the texture of the tissue more visible<\/strong> and highlight the Sofidel quality<\/strong> and environmental sustainability<\/strong> guarantee<\/strong>. The transparency of the information<\/strong> on the label is a distinctive strong point for Regina.<\/p>\n\n\n\n

A particularly important guarantee for a Group that has chosen to position itself within a premium segment<\/strong> and which has long put sustainability at the center of its business strategies<\/strong>, committing itself to limiting climate-changing emissions<\/strong> (including taking part in the WWF Climate Savers programme), to managing responsibly water resources<\/strong> and to procuring pulp certified<\/strong> by independent third parties with forestry certification schemes.<\/p>\n\n\n\n

Sofidel\u2019s progress on these fronts has been particularly significant: by the end of 2016 Sofidel had reduced its direct CO2<\/sub> emissions by 19.1%<\/strong> (per kg of paper produced compared to 2009), could boast an average water use distinctly lower than that considered good practice for the sector<\/strong> (7.0\u00a0l\/kg vs. 15\u201325\u00a0l\/kg) and procures pulp solely with the following certifications: <\/strong>FSC\u00ae<\/sup>, FSC Controlled Wood, SFI\u00ae<\/sup>, PEFC\u2122.<\/p>\n\n\n\n

Download the PDF version of the press release<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

The new campaign will be on air in Italy starting from Sunday, 8th October. 30 years after its launch on the Italian market, Sofidel refreshes the Regina brand with a new positioning and tag line and with consistent versions on international markets. The brand of the \u201cRolls that never end\u201d, which has entered the hearts […]<\/p>\n","protected":false},"featured_media":3564,"template":"","comunicati_cat":[228],"class_list":["post-6129","comunicato","type-comunicato","status-publish","has-post-thumbnail","hentry","comunicati_cat-press-releases"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.sofidel.com\/en\/wp-json\/wp\/v2\/comunicato\/6129","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.sofidel.com\/en\/wp-json\/wp\/v2\/comunicato"}],"about":[{"href":"https:\/\/www.sofidel.com\/en\/wp-json\/wp\/v2\/types\/comunicato"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.sofidel.com\/en\/wp-json\/wp\/v2\/media\/3564"}],"wp:attachment":[{"href":"https:\/\/www.sofidel.com\/en\/wp-json\/wp\/v2\/media?parent=6129"}],"wp:term":[{"taxonomy":"comunicati_cat","embeddable":true,"href":"https:\/\/www.sofidel.com\/en\/wp-json\/wp\/v2\/comunicati_cat?post=6129"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}