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Cushelle’s Koala takes centre stage in on-pack competition

Tuesday November 4, 2014 at 8:02pm
SCA’s Cushelle toilet tissue brand is launching an on-pack competition offering consumers the chance to win one of 6,500 limited edition Heat ‘n’ Hug Koala plush toys, based on Cushelle iconic advertising character. The 12-week campaign aims to give the brand in-store dominance in the crucial Christmas trading period. The little Koala contains special lavender scented beads that can be heated in a microwave to keep lucky winners warm this Winter. Consumers enter an on-pack code to a microsite built by LIFE, with a winner chosen at random every 10 minutes. The campaign is the first to be put together for Cushelle by integrated agency LIFE. It runs from now until 30 January 2015, and will be communicated above-the-line with a revised promotional end frame on the existing TV commercial, originally created by Fallon. Social media will also support the activity. Holly Baron-Morgan, brand manager at SCA, says: “The Heat ‘n’ Hug campaign is the first time we’ve really brought our iconic Koala to life in a way that makes him more interactive than just a soft toy. This is evidence of our integrated approach to brand planning across the SCA brands. We know he’ll prove very popular with consumers and customers this winter.”
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