Angel Soft • Content

We tugged at heartstrings
with toilet paper

What’s to say
about toilet paper?

What’s to say
about toilet
paper?

A lot, actually. So much of life happens in and around the bathroom and nobody was talking about that very real truth. In a category that relies on cartoonish humor, we went in a different direction and celebrated quiet, relatable snippets of everyday life.

We featured authentic, everyday heroes–otherwise known as parents. Who else embodies what it means to be both soft and strong, qualities inherent to Angel Soft, better than them?

We want to talk about

how we actually live and

highlight some of the

unsung heroes.

- Karen Costello, ECD

We want to talk about how we actually live

and highlight some of the unsung heroes.

- Karen Costello, ECD

Results

  • 6%

    Increase in sales
  • 19MM

    Combined views online
  • 1B+

    Campaign impressions

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