A INSEAD video case study focusing on the marketing strategies of Portuguese paper company Renova has won the overall global award for the best case study from ecch (formerly European Case Clearing House). Renova differentiated itself from its peers – some of whom are international paper companies such as Georgia Pacific – through innovation…and the creation of Renova Black toilet paper, launching the rolls from supermarket shelves into fashion shows and designer boutiques. The project was directed by marketing professor Pierre Chandon and the video component was produced in-house at INSEAD. Professor Chandon and Renova CEO Paulo Pereira da Silva introduce the first video segment of the video case study…

The INSEAD case study documented how Renova, a privately-held European paper products company headquartered outside of Lisbon, Portugal, managed to differentiate itself from its international competitors, transform white toilet paper from a commodity into a premium product, and then enter new business sectors through innovative marketing. The result was “Renova Black,” the world’s first black toilet paper, which rapidly shifted from a novelty item to a luxury fashion item. Equally rapidly, the company moved from supermarket aisles into boutique hotels, fashion shows and the headlines. 

INSEAD marketing professor Pierre Chandon said: "We are delighted to be the first non-US school to win the overall award since the ecch awards went global. After many years during which the overall award went to cases about multinational companies, we are pleased that this year's award recognizes the accomplishment of a small Portuguese company. Renova's success in bringing innovation and creativity to a commoditized category can serve as inspiration for all managers battling difficult conditions and a reason to remain optimistic about the future of southern European businesses.

Pierre Chandon is an INSEAD Professor of  Marketing and the L'Oreal Chaired Professor of Marketing - Innovation and Creativity. He is also the Director of the INSEAD Social Sciences Research Centre