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%.