From boring bog roll to a booming business
The toilet paper brand Cushelle was stuck in a dated world – flat and two-dimensional – with a wallflower Koala that lacked any personality.
Business wise, it was lagging far behind its Goliath category leader.
So, the brand and the business both needed to be completely revitalised.
And so, I created the nation’s favourite little thief! Meet Kenny…
Birth of a new brand character
To give the brand a memorable personality, I created one.
I created and launched Kenny the Koala as the new face of the brand. And, it opened up a world of possibilities!
Kenny became the adorable vehicle to talk about the brand and the product.
A single-minded campaign platform
It was all based on a simple narrative idea, that I created solely from scratch.
Kenny would do anything to lay his paws on Cushelle softness.
It became the platform for endless stories, entertainment and engagement – as Kenny goes on to steal Cushelle from unsuspecting humans, using his beguiling ways.
Character and story development
I helped build Kenny and his world working with the world-famous animation studio at Moving Picture Company.
His cheeky, juvenile characteristics, Cushelly-soft and tactile appearance, and imaginary brand-coded world along with his character arc became the foundation for years to come.
The campaign was rolled out across touch points, from TV to social and packaging, supporting an initial marketing spend of £10 million.
It has been the campaign platform since for the past 8 years, continuously and successfully delivering on big budget campaigns.
Kenny’s first adventure – a nationwide TV campaign
The adventures continued…
Roll out across various comms and touchpoints.
Silver Effie Award for Sustained Success, 3+ years
From the customers
From the Marketing team
Poulami
