LIFE Puts Cushelle's Koala Centre Stage with New Promotional Campaign

Integrated agency LIFE is launching its first promotional campaign for SCA’s Cushelle toilet tissue brand leading with its iconic Cushelle Koala.

The 12-week campaign aims to give the brand in-store dominance in the crucial Christmas trading period, offering consumers the chance to win one of 6,500 limited edition Heat ‘n’ Hug Koala plush toys every 10 minutes. The little Koala contains special lavender scented beads that can be heated in a microwave to keep the little fella and his 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 kicks off today and runs until 30 January 2015. It will be communicated Above-the-line with a revised promotional end frame on the existing TVC, originally created by Fallon. Social media will also support the activity.

Holly Baron-Morgan, brand manager at SCA, said: “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.”

Ian Humphris, joint managing director at LIFE, added: “This is the first time that Cushelle has led with a heat ’n’ hug Cushelle Koala plush toy in an integrated campaign. The promotion provides a strong and simple call to action for consumers in an incredibly competitive sector, as well as helping to underline the brand’s key cushiony soft product quality.  We’re delighted to be working with such a well known global hygiene company tackling the issues specific to a highly competitive sector.”

LIFE’s first work with SCA brand Velvet facial tissues is also live in-store now.  Special promotional gift box styled packs offer customers the chance to win £500 of gifts every day in the run up to Christmas by entering their details and the pack barcode on a promotional microsite.