PUREX
LOVING HOME
CLIENT
Essity New Zealand
SCOPE
Strategy • Design • Realisation
THE CHALLENGE
With brands offering 3 and 4 ply, Purex, at only 2 ply, was faced with a growing challenge to maintain its relevance as the category premiumised.
THE SOLVE
A well-loved Kiwi brand made responsibly and locally with renewable power. A strong sense of adorable softness and home pride is imbued in Purex.
An evolved logo that proudly integrates sustainability credentials and care. We amplified Rolly as the ambassador for softness, with his head resting on the toilet roll and grass - creating desire and emotionally connecting the brand to Kiwi families and the environment.
#2
Soft on you, soft on the environment, retaining #2 position in the total toilet paper market.
SOURCE: Marketing Manager, Essity New Zealand (formally Asaleo Care). 2016.
