Creating the nation’s favourite little thief
Cushelle
The popular family brand needed a complete and long term brand refresh. Enter a cheeky little Koala!
The campaign initially supported a marketing spend of £10 million, followed by many other big budget campaigns over the past eight years.
Brand world, Campaign concept, TV, OOH, Digital, PR, Packaging
Silver Effie Award for Sustained Success, 3+ years
Watch out for Kenny!
Kenny the koala, will do anything to get his paws on Cushelle softness.
This core idea and the fluent device of Kenny transformed the brand fortunes… and still counting.
Brand character and story development
Kenny’s characteristics, his story arc and his adorable, Cushelle-y soft appearance were all created from scratch. [Animation partner: The Moving Picture Company]
Kenny’s first adventure
Roll out across various comms and touchpoints.
The adventures continued…
From the customers
From the Marketing team
