Cushelle
Your bum deserves the best!
Life’s little luxuries
When you’re the most expensive toilet paper brand in a cost of living crisis, how do you re-position yourself as the brand of choice?
Life is busy. All day, it’s always thinking of others – friends, partners, parents, pets and right there at the bottom of the pile is you. In a world where so much of your effort goes to others, Cushelle is the brand that gives you permission to put yourself first for once.
Cushelle is the little luxury that your bum deserves! Selfishly Soft.
Our task
Cushelle’s superior products make toilet paper a treat! With the launch of our innovative “Ultimate Touch” technology, Cushelle needed a new visual identity to match our premium proposition. Our softest and most luxurious product yet deserved a refreshed design that would reflect our superior quality, support our Selfishly Soft platform and re-establish our brand advocate Kenny’s voice after many years.
Bringing ‘selfishly soft’ to life
To support and strengthen the brand meaning we developed a soft and plush cloud world for our refreshed Kenny to live in that really leant into premium, luxury, decadent cues.
Rich, deep colours and cushion like shading helped enhance and modernise our look and feel to reflect our premium positioning and improve shelf standout.
Kenny was enhanced to feel more soft and comfortable embracing this luxurious world.
We partnered with Essity’s Repro Agency, working collaboratively to ensure final production of colour ways in the physical world and Kenny remained as vivid as the design intent and Kenny’s presence in the digital world.
Our impact
We continue to work closely with Cushelle’s Digital and Communications agencies to ensure brand consistency across all touchpoints – from online presence to retail channels.
Although the new product and visual identity only launched recently, early results are promising. Cushelle Quilted and Scented variants are already driving 15% growth.
Looking ahead, with planned expansion of off-pack marketing and communications support, we expect to see further sales growth.
Expanding the portfolio
Having taken on the premium Quilted range we were tasked to update the mid tier non-quilted product and introduce a new entry level toilet paper to the family.
It was here that we wanted to really elevate the role of Kenny in store. The new pink pack puts Kenny’s new cheeky personality front and centre and focuses single-mindedly on simple softness.