Quilted NorthernQuilted Queens

As the challenger, Quilted Northern® had to do something bold to break through and go toe-to-toe with the leading national brand - a category giant with five times our media spend and decades of habit on its side.

So we tapped into a simple human truth: when women find a product that genuinely upgrades their routine, they don't keep it to themselves, they evangelize it.

We ditched the tired category cliches of animated bears and bathroom humor to give adult women what they actually wanted: entertainment. We introduced the Quilted Queens—three proudly idiosyncratic women on a mission to share the quilted comfort of Quilted Northern®, powered by an irresistible '80s earworm designed to stick in your head all the way to the grocery aisle.

Quilted Northern® - The Quilted Queens

RESULTS:
The campaign exceeded all benchmarks for breakthrough and brand linkage. It put a multi-million dollar dent in the brand's closest competitor’s lead. It sparked a large surge in trial, ad recall, and value ratings.