How I created the nation’s favourite little thief

Toilet paper brand Cushelle was stuck in a dated world — flat and forgettable, with a Koala that was merely decorative.

Business wise, it was lagging far behind its Goliath category leader.

So both the brand and the business needed a BIG change.

Role: Lead Creative

The category is typically low involvement and offer-driven with minimal differentiation. I knew the only way to stand out was to build strong brand memory.

So, I created a character with a distinct story, personality, and world that are instantly recognisable and endlessly scalable.

Watch out for Kenny…

A cheeky, softness-obsessed Koala who’d do anything to lay his paws on Cushelle.

Instant joy to a lasting connection

This single-minded idea opened up a world of stories, as Kenny found fresh and ingenuous ways to trick unsuspecting humans. Turning every ad into adventure, every brand message into a piece of entertainment and every interaction into a familiar connection.

Kenny showed up in many unique ways across all channels, creating an ownable space for Cushelle in people’s homes, lives and minds.

  • Sustained Success Award

    The campaign won a Silver Effie for sustained commercial success (3+ years)

  • £10 million Initial Rollout

    At launch, the campaign supported a £10+ million cross-channel spend

  • Driving Results for 9 years

    This platform has carried the brand’s marketing for 9 years, and counting

The marketing team was beaming…

And people couldn’t stop talking…