Campaign Overview
How do you sell the most expensive toilet paper in the middle of a cost of living crisis? Our strategy was to position buying Cushelle as an act of self-worth. We live in a world where all of your effort goes into others – so much so that the only time we get to ourselves is on the toilet. Our new brand platform for Cushelle encouraged people to buy the softest toilet paper to claim back a little luxury for themselves.
A 60-second hero spot is at the heart of the campaign, following different people taking a break from their busy lives to allow themselves a little bit of luxury with Cushelle. Kenny the Koala, speaking for the first time, commentates on the different people’s set-ups, much to their surprise.
Results
We moved the world to:
Think > Unaided awareness – 37% to 49%
Feel > Brand Premium Superior (28%→39%)
Act > 24% increase in volume sales YoY for Quilted Rolls and attracted an additional 30% more buyers into Original Rolls
