SORBENT
SUSTAINABILITY
MEETS LUXURY
CLIENT
Essity New Zealand
SCOPE
Design • Realisation
THE CHALLENGE
To gain further premium toilet paper shoppers and increase market share, Sorbent needed to premiumise their king size range and communicate ultimate luxury that is worth it.
THE SOLVE
A Sorbent expression of king size. A rich and elevated pairing of blue and gold stand out on shelf and feel proudly at home in Kiwi bathrooms.
Sustainability meets luxury as we connected and embedded a powerful combination of leading environmental claims and a locally made story that drives relevance.
THE RESULTS
In research conducted across premium toilet paper shoppers, the pack design was seen as ‘new and different to what is out there, looks stylish, looks premium, liked NZ made, simple and clear information, and consumers appreciated the sustainability messaging’.
SOURCE: Marketing Manager, Consumer Tissue NZ, Essity. September 2025.
