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Essity tissue brand Cushelle just launched a new creative platform with Publicis London, aiming to encourage consumers to indulge in comfort — starting with quality "me time" in the toilet with its soft tissues.
The "Selfishly Soft" campaign was born from the agency's insight that 84% of people in the U.K. and Ireland would love to have "me-time" moments but are held back by the demands of life.
While they're busy giving time to their friends, family, pets, and people at work, they often fail to give time to themselves.
The brand zones in on this truth and reminds everybody that as they put others first, they can still spend their precious "me-time" in the bathroom with Cushelle Quilted.
And it shares this message by bringing back one of its beloved mascots, Kenny the Koala.
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Publicis London Chief Creative Officer Noel Bunting explains the idea behind bringing Kenny back to the limelight after more than a decade, saying that "no one equates a little me-time in the toilet with a talking koala, but they do now."
"I love the sharpness of the insight, and it feels like the right moment to give people permission to be selfish. Because if you can’t enjoy the softest toilet paper when you have a rare moment to yourself, what can you enjoy?" Bunting added.
Meanwhile, Essity Global Marketing and Communications Director Martina Poulopati shares that watching Kenny speak and take on a cheekier role to introduce the new Cushelle Quilted has been nothing but fun.
Poulopati continues, saying that as the demand for humor in advertising goes up, so is the data in its effectiveness in driving sales.
The communications director concluded her statement by expressing her love for the campaign, as it "makes people laugh without compromising on our unmissable superiority message – right down to our 10- and six-second ads."
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By releasing a campaign with a beloved mascot, centering it on a timely topic, and injecting humor that people can relate to, Publicis has created a prime opportunity for Cushelle to build on its brand affinity.
The latest from both agency and brand comes as the two celebrate their 15 years of working together as creative partners.
Since the inception of their partnership, Essity's Consumer Tissue business has gone up 3.5 times to an estimated €1.5 million, making it #1 in Europe with a market share more than twice its second largest competitor.
Kenny the Koala Champions 'Me-Time'
In the hero spot directed by BAFTA-nominated director Jim Archer, the talking koala visits various bathrooms to advocate putting oneself first, as he cheers on several people having their precious "me-time."
Jeff the magician seeks refuge from kids at a children's party by going to the bathroom, where he is surprised by Kenny.
"He bailed from the kiddie party for a well-earned sit-down. And as if by magic, all is calm," the koala tells the viewers, to Jeff's surprise.
Meanwhile, Denise treats herself to an episode of "House Husbands of Alaska" while sitting on the loo. She even tucked away a roll of Cushelle Quilted toilet paper behind the bathroom plants.
"The perfect complement to those rugged hunks," Kenny says from the bathtub, as Denise screams in fear.
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Lastly, Simon takes a "20-minute intermission" from work to have alone time in the restroom cubicle.
From his briefcase, he whips out his own roll of Cushelle Quilted, which Kenny finds a bit weird but "likes it."
"Treat yourself. Cushelle. Selfishly soft," the mascot says to close the advert.
Previously, Publicis London created a campaign for Heineken, which saw the "World's First Beer Insurance Scheme."
Editing by Katherine 'Makkie' Maclang
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