Essity: Launch of Cushelle Quilted

Cushelle, a brand of toilet tissue, used a powerful value led headline – "£2 OFF" – to encourage engagement with the brand in the UK.

Campaign details

Agency: Blue Chip Marketing

To launch a new superior quilted variant of Cushelle toilet tissue via targeted door drops. The challenge was to raise awareness, and increase sales.

Strategy

The aim was to drive sales of Cushelle's new quilted toilet tissue, whilst avoiding cannibalisation of existing Cushelle buyers.

WARC subscribers can sign in to keep reading

Not a subscriber?

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

WARC consistently delivers valuable insights that help to make me look like an expert in front of my colleagues and clients.

Dasha Boryso
Strategy Partner, Fetch

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands