Marketing a commodity product – Toilet paper

In business school we always learn about differentiation and cost efficiency as two main sources for competitive advantage. For commodity products, the focus is normally on the former as there is virtually no differentiation by definition.

In Lisbon, I was very impressed with Renova toilet paper marketing campaign after running into their sponsored centrally located public toilet at the Praca de Commercio. Those guys proved that IT is possible to be creative even with the most commoditized product!

It was impossible not to follow the sign “the world’s sexiest WC” and find out what was inside.

Today, I ran into the same ad, only at the Lisbon airport. I am now feeling the sudden urge to buy some brightly colored toilet paper for my own home. Well done, Renova!

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