SCA adopts koala icon for rebranded tissue packs

SCA acquired Charmin alongside the rest of P&G’s European tissue operations in 2007. The rebranding was part of the deal and comes 12 months after Bounty kitchen rolls were renamed Plenty

The new Cushelle name will appear on supermarket shelves from the second week of February and will be supported by a £10m marketing campaign.

A koala bear has been chosen to replace the Charmin bear to retain the brand image of being a family-friendly product, while the purple swoosh on the front of the pack has been kept. The new pack is being manufactured by Bischof and Klein.

Brand marketing controller Emma Heald said the re-branding represented a major investment for the firm, and the marketing would seek to reassure consumers that the actual product had not changed.

“We are really confident that consumers will connect with the new brand name and icon,” she said.

The Charmin brand is retained in the US where it is still owned by P&G.

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