Angel Soft Toilet Paper debuts animated universe and new brand identity
The first spot re-introduces the angel baby and adds a full cast of characters.
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After 35 years, the mainstream bath tissue brand Angel Soft, in partnership with creative agency Grey New York, is launching a new brand identity transporting the iconic angel baby imagery from product packaging to a 3D universe.
This is the first time since the brand’s launch in 1987 that the angel baby has left the packaging and the brand’s first-ever animated campaign.
Designed in partnership with Psyop, the work introduces an immersive, animated brand world that captures attention while still ensuring that the work is unmistakably Angel Soft. In this first creative spot, the new brand character, Angel, and her heavenly crew are introduced in a toilet paper factory up in the clouds. They are hard at work making sure Angel Soft toilet paper is dependably and consistently soft and strong, every time. This new brand world and cast of characters will serve as a launchpad for future campaigns.
Credits
powered by
- Agency Grey/New York
- Production Company Psyop
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Credits
powered by
- Agency Grey/New York
- Production Company Psyop
- Creative Director Sam Isenstein
Credits
powered by
- Agency Grey/New York
- Production Company Psyop
- Creative Director Sam Isenstein
“We wanted to build a new campaign to help Angel Soft reinforce our soft and strong message with a fresh, modern and memorable flair,” said Nicole Cook, Senior Director, Brand Building at Angel Soft. “This charming new brand world and character brings the highly recognised on-pack Angel Baby to life, giving the brand an ownable personality with entertainment value, which is hard to come by in a low involvement category like bath tissue. I look forward to building on this platform for many years to come.”
The Angel Soft brand named Grey New York as their creative agency partner in 2021 to help the brand break through the clutter of the category and firmly solidify its position with consumers.
“Angel and her crew are a dream to work with. They always know their lines, which is especially impressive, given that they’re babies. 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.
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