In 2016 Cushelle, a premium challenger brand in the toilet paper category set a target of profitably growing sales from £62m to £100m by 2020, and closing its gap with Andrex. Cushelle developed a strategy and advertising based on three strands: projecting its brand within family life; making its koala icon into a more distinctive asset; and stealing share of the attribute, ‘softness’. Cushelle achieved £114m of sales in 2020 and gained 1.8m new family shoppers, gaining market share along the way. Cushelle also outperformed the category during panic buying in the COVID pandemic.