Charmin rebrands to Cushelle
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Charmin, the toilet tissue brand owned by SCA, is being rebranded as Cushelle.
Cushelle
The rebrand will be supported by a £10m marketing spend including TV, cinema, outdoor and print ads.
There will also be a promotional campaign, PR and in-store marketing.
The new brand will appear from the start of February and the “Cushelle Koala” will replace the “Charmin Bear” in advertising, on packaging and on the embossed tissue.
SCA says it chose the new brand name and koala icon to reflect the product’s softness and appeal to families and Charmin loyalists.
Each new pack will be labelled with ‘formerly Charmin’ on the purple swoosh and the message “same irresistible product, brand new name” to reassure consumers.
The brand has not appeared on TV since SCA acquired it from Procter & Gamble two years ago.
The brand will also launch a new website with information and promotional activity.
Cushelle brand marketing controller, Emma Heald, says: “We are investing heavily in the campaign to make sure we reassure our consumers that our product has not changed and we’ll be using the marketing campaign to drive loyalty to the brand and ultimately market share for Cushelle. We are really confident that consumers will connect with the new brand name and icon, we think this is also good news for the category and will engage consumers.”
The brand has a 4.1% share in the £1bn toilet tissue market according to Mintel figures.
Last February, SCA rebranded its Bounty kitchen towel as Plenty http://www.marketingweek.co.uk/news/sca-to-relaunch-bounty-as-plenty/2064193.article with an £8m marketing campaign, which it claims grew its market penetration from 26.5% to 34.7%.
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Readers' comments (33)
Verra Budimlija, planning director, G2 United King | Thu, 28 Jan 2010 5:25 pm
Brand names are clearly important to consumers, and there is plenty of evidence from a recent survey we have done that revealed Cillit Bang as the most hated brand name, to suggest that they find some particularly irritating.
“However, what is interesting is that Cillit Bang’s sales show it to be an extremely successful product in this country, so brands are more than just a name. A brand name is useful for building brand equity, but product owners need to get their whole communications strategy right, ultimately using marketing to underpin a product that gives the consumer what they want.
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Calum | Mon, 8 Mar 2010 10:15 pm
When I saw the "Cushelle" TV ad for the first time tonight, my first thought was "I bet this is the same numpties that changed Bounty to Plenty".
My wife despises both the new names.
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Karohemd | Tue, 9 Mar 2010 1:17 pm
In German, "Kuscheln" (very similar sounding) means "to cuddle". Conincidence?
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Pablo | Tue, 9 Mar 2010 8:45 pm
Who wants to cuddle toilet paper?
£18m of customer's money spent just to confuse and annoy them? Great call. I'll switch to Andrex - keeping puppies in work since God was a nipper.
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Anonymous | Thu, 11 Mar 2010 2:48 pm
cushelle sounds like a sneeze!!
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Matt E | Sat, 13 Mar 2010 9:06 pm
I see Brand changes as a waste of money.
For example take Bounty (now Plenty), after their strong campaign of tv ads to drill in the name Bounty they go and change it. I frequently forget Bounty changed its name.
Charmin to Cushelle, why? It's toilet paper which in most peoples mind means a compromise between softness and price. The Brand change is an odd decision in my mind, as I've always thought that they had a reasonable ad strategy.
They drill a brand into your head and then just for 'fun' they go and change the brand name. Surely this destroys any brand equity of the former brand?
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trish | Sun, 14 Mar 2010 6:19 pm
I want a little koala please bring them out
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Roy Batty | Tue, 16 Mar 2010 10:18 pm
What a load of tosh,that ultimately the consumer will pay-for and some overpaid desk-jockey has hot-housed...! good-grief.
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Anonymous | Tue, 16 Mar 2010 10:19 pm
Most company's with big brands -- like Bounty and Charmin -- don't change unless they have to. I see these products were sold to the current owner two years ago. It seems likely the name change was part of that agreement.
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Joe | Tue, 16 Mar 2010 11:30 pm
Just saw the ad. - what a waste of time!
"It's toilet paper which in most peoples mind means a compromise between softness and price."
Spot on!
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