Over a third or 37% of those who saw the campaign said they would definitely purchase Conqueror products as a result, with 36% indicating they would think more about the paper they use.

Conqueror brand manager Sarah Flower said the impact of the campaign had caused a re-appraisal of the brand by many.
"It was a bold move by us (ArjoWiggins), and not one made by anyone else within the industry."

The campaign, which included a corresponding push by merchant stockists Antalis, PaperCo and Robert Horne, was designed to show how Conqueror can cut through and make a business message stand out.