Angel Soft Introduces New Brand Identity, Animated Spot

Bath tissue brand Angel Soft is launching a new brand identity. Its well-known angel baby is moving from its product packaging to an animated campaign.

This is the first time the baby has appeared in a commercial. The brand debuted in 1987.

The new campaign and brand identity kicked off Jan. 2 on TVC, streaming video, OLV, social, audio, shopper marketing and a refreshed Angel Soft site.

Grey New York, named the brand's agency partner in 2021, is responsible for the creative. Working with Psyop, Grey produced a spot which introduces a new brand character, Angel, and her friends. Their job is to keep the toilet paper soft and strong.

These characters will appear in future campaigns, bringing a fresh, modern approach to the product. 

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Nicole Cook, senior director, brand building at Angel Soft, said the spot gives the brand “an ownable personality with entertainment value, which is hard to come by in a low involvement category like bath tissue.”

“This campaign shows consumers that TP shopping doesn’t need to be a choice between ‘soft’ or ‘strong.’ It’s a total creative sandbox, and we can’t wait to see where our cast ends up next,” said Sam Isenstein, creative director at Grey.

Grey New York is part of AKQA Group. Its clients include Pringles, the Swedish Tourist Association, Pantene and Volvo.

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