Monday, January 25, 2010

The truth behind Cushelle

Toilet paperImage via Wikipedia

The truth behind Cushelle is that it’s the new name for Charmin toilet tissue. The truth behind Cushelle is your bum.

I have the greatest respect for marketers in the toiletries space. They’ve just a hard product to market (although I'm sure Cushelle is very soft). How do you make something like Cushelle into a "must have" product? How is it different from any other good quality loo roll?

Cushelle (that what was once Charmin) hasn’t advertised on TV since SCA bought the brand from P&G.

Brand Republic has the news that Cushelle will relaunch with a £100,000 marketing campaign. From a digital point of view; the very fact I’m able to blog about the brand name before there’s a digital presence means that the Cushelle team will now have a race on their hands.

There is a domain. It’s owned by SCA and points at their site – there is a Cushelle site but the standard SCA homepage. The Twitter name isn’t taken (at the time of writing; 3, 2, 1... now check) nor the Facebook vanity URL.

What do you think? Is it almost impossible to line up all your ducks before a re-branding these days or is it still worth trying?

Update: Why is Charmin called Cushelle?

This blog page is beginning to get traffic from people searching for [why is Charmin called Cushelle] and [where is Charmin called Cushelle?]

I think people are searching for "where" because we're used to UK brands being brought in sync with American product names or even mainland European names.

That leaves the question; why? Why is Charmin now called Cushelle?

The short answer is - money.

SCA, who now own Cushelle, already changed Bounty to Plenty and they say that helped grow the product's marketshare ie; more people bought Plenty than Bounty. SCA will be trying the same trick again, changing Charmin to Cushelle to make it easier to sell, to make it a more memorable name... but it's a risk, isn't it?

What do you think? Was this a wise idea?

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