Cushelle: How a koala took on the top dog

Cushelle, the UK loo roll brand, targeted key brand metrics in a paid media ad campaign that delivered an extra 4% of market share.

Campaign details

Brand: CushelleAdvertiser: EssityEntrant: Publicis•PokeCategory: Single MarketPrincipal author: Mike Waters, Publicis•PokeContributing authors: Kayleigh Didcott, Publicis•Poke; Joanne Kirwin, Essity

Introduction

This paper is all about dressing for the job you want. It's about how a small challenger brand doubled its sales, and closed the gap with the category leader.

Not by acting like a challenger - but by acting like the leader it intended to be.

This paper is a reminder that the basics, done well, are still an enduring route to growth.

And that a brand character...

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