A "ROYALE" Celebration: Iconic Canadian Brand Turns 50!

- Consumer sweepstakes, commemorative book, new packaging and product launches mark ROYALE's golden anniversary in Canada -

DIEPPE, NB, March 12, 2013 /CNW/ - ROYALE, one of Canada's most recognizable and iconic brands, is turning 50! Since its inception in 1963, ROYALE has shared many memorable moments with Canadians - from the iconic white kittens, on pack and on television, to the ROYALE Bathmobile. In celebration of its golden anniversary, the brand is hosting consumer promotions and product launches throughout 2013.

"For 50 years, ROYALE has been proud to bring innovative products and unforgettable marketing promotions to Canadians," says Gary MacIntosh, Director of Marketing, ROYALE Canada. "Today, ROYALE is one of the best-known brands on Canadian store shelves and we couldn't have done it without the incredible support of our employees, retail partners and consumers. Our anniversary year promises to be an exciting one, celebrating both ROYALE's history and where the brand is headed next."

Celebrating a ROYALE History
The ROYALE brand was brought to life in 1963 after extensive consumer research found that consumers thought of the product as being "top of the line" and "fit for a queen".  Primarily bought by women at the time, the business saw no better name for the brand than ROYALE, the feminine equivalent of the word royal in French.

To celebrate the brand's history and remarkable Canadian heritage, ROYALE is launching a commemorative book in September 2013, which will highlight historical moments for the brand, including two that many Canadians will never forget - the first ROYALE commercial (and one of the longest-running ads in Canadian history) featuring the now famous white kittens and the ROYALE facial tissue ad featuring the nose of Toronto Maple Leaf hockey player, Eddie Shack.

A ROYALE Sweepstakes
Giving Canadians the opportunity to join in the festivities, ROYALE is hosting its largest consumer sweepstakes - The ROYALE Golden Kittens Search contest. As part of the contest, hundreds of golden kitten tickets have been hidden in specially marked packages of ROYALE paper products and online as part of the Golden Kittens Search game. By finding a golden kitten ticket, Canadians can go online to win instant prizes and enter for a chance to win the $50,000 grand prize. From all the entries, five finalists will be chosen to participate in a televised game show on ET Canada in June. During the show, each finalist will be asked questions on historical events over the past 50 years and the contestant who scores the highest wins $50,000. Additional runner-up prizes of $25,000 (2nd), $15,000 (3rd) and $5,000 (4th and 5th) will also be awarded.

What's New in 2013
To kick off its 50th anniversary, ROYALE has introduced new packaging designs across many of its products.

"After 50 years in Canadian homes, we were ready to introduce a fresh, modern look to our ROYALE packaging," says MacIntosh. "Highlighting the natural white of our household paper products and prominently featuring the iconic ROYALE kittens in a playful way, the new packaging truly speaks to the key characteristics of the brand - quality and softness."

Throughout 2013, ROYALE will also be launching new products and innovative manufacturing technology that will add to the brand's extensive line of household paper products.

"We are excited for what 2013 has in store for the ROYALE brand and look forward to sharing new innovations with consumers across Canada," adds MacIntosh.

About ROYALE:
For 50 years, ROYALE has been a fixture in Canadian bathrooms. Today, the tradition continues throughout the entire home, as ROYALE is Canada's only consumer household paper brand that markets a full line of products including bathroom tissue, facial tissue, paper towels and napkins. The entire ROYALE Family of products is made by Irving Tissue, a proudly Canadian company committed to producing quality tissue products through responsible forest management. Learn more at royale.ca.

SOURCE: ROYALE

For further information:

Sheri Papps/Andrea Hanft
Paradigm Public Relations
spapps@paradigmpr.ca /ahanft@paradigmpr.ca
416-413-5207/416-413-5196