Cushelle launch competition to win iconic Koala character

SCA toilet tissue brand, Cushelle, have launched a competition offering shoppers the chance to win one of 6,500 limited edition Heat ‘n’ Hug Koala toys, based on Cushelle's iconic advertising character.

The koala contains special lavender scented beads that can be heated in a microwave to keep lucky winners warm this Winter. For the chance to win consumers just need to enter an on-pack code to a microsite and a winner will be chosen at random every 10 minutes. The 12-week campaign, put together for Cushelle by integrated agency LIFE, aims to give the brand in-store dominance in the crucial Christmas trading period.

Running from now until 30 January 2015, the campaign will be communicated through a revised promotional end frame on the existing TV commercial, originally created by Fallon. as well as Social media activity.

Holly Baron-Morgan, brand manager at SCA, commented: “The Heat ‘n’ Hug campaign is the first time we’ve really brought our iconic Koala to life in a way that makes him more interactive than just a soft toy. This is evidence of our integrated approach to brand planning across the SCA brands. We know he’ll prove very popular with consumers and customers this winter.”

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