We helped a tiny 5 year old brand (Cushelle) square up to a 75 year old behemoth (Andrex) in a low interest category that was becoming increasingly commoditised.  

Shoppers thought Cushelle were a "passive" copy of the much-loved brand leader - when they thought of us at all. 

But we beat those odds by putting good, old-fashioned, best practice marketing principles front and centre: creating distinctive assets, investing in brand-building channels, and staying rigorously single-minded... allowing us to beat the competition at their own game. 

We turned a passive mascot into Kenny the kleptomaniac koala - obsessed with getting his hands on cushiony soft Cushelle. We used big, storytelling pieces to bring Kenny to life and make him a fixture of family homes. 

Our approach drove market-beating growth and booming brand metrics for five years straight. 

We helped Cushelle grow Retail Sales Value at 5x the market rate over 5 years.

We helped the brand recruit a million new regular buyers. 

And we reduced the awareness gap to Andrex by 40%.

Making Kenny the koala a household name.


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Cushelle Stealing Softness

How a kleptomaniac koala stole share in a stagnating category. We helped a tiny 5 year old brand (Cushelle) square up to a 75 year old behemoth (Andrex) in a low interest category that was becoming increasingly commoditised.

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