Everything old is new again. SCA toilet paper brand Sorbent has coupled its makeover with the return of its 1956 jingle in a new TV campaign.
Sorbent has unveiled new packaging and brand marque which has already started to creep into stores. Competitive pressures and an evolving market led to the decision to shake it up.
A new TV campaign will break on Sunday in conjunction with the rebrand. The ad will feature the return of the Sorbent jingle which originally debuted in 1956. Research undertaken by Sorbent suggested the jingle was still recognisable to consumers.
Online and out-of-home campaign executions will follow the TV ad.
The campaign was developed by Melbourne-based agency HBT, which was appointed to the business mid-last year following a four-way pitch. The account was previously held by Clemenger BBDO Melbourne.
SCA marketing director Brenda Mitchell said: “This segment has changed dramatically in the last five years. New pressures, new competitors. We needed to change too. And what was called for was a pretty major reboot – not just fine-tuning.”
HBT owner David Hayes said: “This really was one of those golden opportunities. A big brand with a big job to do. Right from the start, this has been about increasing the emotional connection to the brand. So, two things: emotion and the brand. That helps keep things simple.”
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