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VIVA now Australia’s Toughest Towel

VIVA TT Pack Shot

VIVA paper towel will launch in March, as Australia’s ‘toughest towel’, redefining itself as a multi-use cleaning tool.

2016 was a stellar year for VIVA, achieving record national market share and claiming position as market leader at major retailers Woolworths, Coles and IGA.

VIVA has been redesigned and is now even tougher. The biggest product innovation since 2003, the addition of the new ‘tough wave texture’ fabric has significantly improved the product’s quality and performance.

Based on extensive consumer testing, VIVA can now make the claim as being Australia’s ‘toughest towel’. Strengthening point of difference in the category, VIVA will be repositioned from a standard paper towel, to a ‘multi-use cleaning towel’, ideal for a variety of cleaning functions in and beyond the kitchen.

In addition, the new packaging re-fresh featuring strong, modern branding will be a standout on shelf and in bold displays with new point of sale in store, when the new VIVA hits stores from March 6.