Navigator Papers Licenses Flash into Kitchen Roll and Appoints ROAST for Media Planning and Buying

Navigator Papers recently announced a multi-year collaboration with Procter & Gamble to introduce under their iconic cleaning brand Flash, a Flash Kitchen Roll. Navigator Papers, have now appointed independent performance media agency, ROAST to deliver media planning, buying and activation services for the launch of Flash Kitchen Roll.  

As a new product, ROAST will maximise reach with their desired target audience, those people managing the home and in charge of the weekly shop. As a well-loved household  favourite, the existing customer base has to be made aware of the diversification and to understand the benefits versus incumbent kitchen roll brands.  

Ashley Taylor, marketing director of Navigator UK Ltd, who produce Flash Kitchen Roll under licence from P&G, said, “We loved ROAST’s no-nonsense approach to planning. They simplified the process and demonstrated a deep understanding of the consumer. We also found that from the outset ROAST were hugely collaborative; applying their performance mindset will ensure we're focused on driving success for this product launch.” 

Lynsey Rollinson, planning partner, ROAST, explained, “Our strategy is to play off the established love, loyalty and trust that people rightly have for the Flash brand and raise awareness of this new product, either at their point of need or at the point of purchase.”  

ROAST launched their offline offering at the beginning of last year and have since executed large media campaigns for brands such as LEON and Bitstamp.  

Lynsey continued, “Flash has a huge opportunity to win market share as it offers you all the cleaning power you've come to expect, now in a more absorbent and stronger kitchen roll, to complement all your other Flash cleaning products.” 

The partnership is on-going.