Famous

Angel Soft toilet paper, and the iconic Angel Baby logo, have been a mainstay in the category for decades. But the toilet paper aisle is a complicated place, and the brand needed help breaking through. So we reimagined Angel for a contemporary audience, by creating a custom 3D environment and world designed to communicate the brand promise of “Soft. Strong. And Simple.”

A brand new Angel. A heavenly new world.

An entirely bespoke 3D world—with plenty of room to play

Effective

Angel and her crew are a smash hit with consumers—performing above average on benchmarks for likability as well as having the highest brand linkage of any campaign in all of Angel Soft’s history. And if that wasn’t enough, the campaign helped kick off growth in household penetration, which had been flat for the past two years.