With other brands enriching their offer with 3 and 4 ply toilet rolls, Purex, at only 2 ply, was faced with a growing challenge to maintain its relevance. Sometimes as a consumer it’s hard to be environmentally responsible without feeling like you are settling for second best.
And environmentally sustainable toilet paper was often deemed second best. Not as premium, not as nice. To carry the promise of product softness, front and foremost on its packaging, Rolly, the adorable mascot used by Purex for the past 30 years, gave the opportunity to reconnect people to a loved and long standing brand.