Atlanta - 2024 is off to a big start for the Angel Soft® brand, with a fresh, new packaging design hitting shelves nationwide this month.
Following the success of last year’s first-ever animated campaign, Angel is replacing the photorealistic angel character on-pack.
This is the first time since the brand’s launch in 1987 that the photorealistic angel will be replaced with an animated one. This is testament to the brand’s commitment to engaging with its customer base in innovative and meaningful ways.
According to Desiree Sullivan, senior brand manager, Brand Building, Angel Soft®, “Angel represents our brand promise to always keep toilet paper the way it should be, soft AND strong — simple. Bringing Angel to the front of our packaging with a fresh, innovative design reinforces our message that Angel Soft® toilet paper is dependable and creates a differentiated experience our customers can trust.”
Last year’s immersive, 3D campaign featured Angel and her heavenly, hardworking crew at their toilet paper factory up in the clouds. The brand achieved significant increases in volume share, buy rate, household penetration, and awareness and this served as the launchpad for the packaging redesign.
Consumers can expect to see the new packaging on shelves in mid-February 2024 at all retailers that carry Angel Soft®, including Walmart, Target, Kroger, and more.