icare Makes No Compromises in Latest Campaign Featuring New Furry Brand Ambassador

Purchasing sustainable toilet paper is more important than ever. But customers often believe that 100% recycled means sacrificing softness and strength. icare’s latest campaign with SDWM tackles this misconception by bringing the brand’s ‘no compromises’ product policy to life. The 15-second online ads also introduce icare’s new brand ambassador Blu; an irreverent cartoon koala voiced by comedian, Geraldine Hickey.

“As a brand, we don’t believe in making compromises. That’s why we undergo a meticulous process to create products that are both 100% recycled and high quality.” said Luke Peters, general manager of Encore Tissue Australia, “and we love the way this has been brought to life through the use of our new brand ambassador.”

Alberta, copywriter at SDWM, added: “It’s not every day you get to animate a talking koala, so working with AIRBAG and Lumberfly to bring this character into fruition was a lot of fun. The team did an outstanding job of creating something we are all proud of.”

The spots will be accompanied by OOH, in-store and digital and are no doubt just the beginning for the brand’s new ambassador.