Parent company SCA Hygiene has appointed Chemistry to handle the integrated brief following a three-way pitch against roster agencies Fallon and Haygarth.
The interactive site will extend the theme of Velvet's current £15m TV ad campaign, created by Fallon.
It features a virtual Velvet factory, where the Baby MD will converse with consumers, introduce the latest product promotions and encourage users to download branded games.
The site, which launches in May, is aimed primarily at mothers and children. According to SCA, it will replicate certain elements found on social-networking sites MySpace and Flickr in an effort to encourage consumers to spend time online with the brand.
Velvet last month rolled out an integrated campaign to back the launch of Triple Velvet, a three-ply product with a dimpled middle layer, which has replaced its Double Velvet brand.
The launch is also being supported by a direct mail and sampling drive through Chemistry. The activity includes the installation of 'touch-test panels' in shopping centres, which allow customers to feel the product, with the intention of reinforcing the softness message.
SCA is in the process of acquiring rival household-paper brands Charmin and Tempo from Procter & Gamble in a £350m deal. Both brands posted sales declines in 2006, according to ACNielsen Scantrack (Marketing, 14 March).
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