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Simon Anholt on Nation Brand
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Charmin rebranded to Cushelle

09.02.2010
Charmin toilet tissue is being rebranded with a new name – Cushelle – and a koala to replace its traditional bear icon.

This rebrand forms part of the deal agreed during SCA’s acquisition of the brand from P&G. 

New packs of Cushelle will be on shelves from the middle of February. Each will be labelled with ‘formerly Charmin’ and the ‘same great product, brand new name’ reassurance message. The Cushelle koala will also feature on pack, as well as forming part of the embossing on the tissue.

The rebrand will include an integrated marketing campaign that will focus on the ‘same great product, brand new name’ message thruogh TV, outdoor, print, promotional and below the line marketing, as well as a targeted PR campaign.

In addition, a dedicated Cushelle website will contain information on the brand as well as acting as an anchor for promotional activity.

"The brand re-invigoration for Cushelle represents a major investment for SCA and will mark the start of a really exciting period for the brand,” said Morgane Salin, marketing manager, SCA Hygiene Products Ireland. “We are heavily supporting the brand migration campaign to reassure our consumers that our product has not changed. Charmin consumers are loyal and, based on the market research that we carried out as part of the migration process in the Irish market, we are really confident  that consumers will connect with the new brand name and icon." 

 

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