With brands offering 3 and 4 ply, Purex, at only 2 ply, was faced with a growing challenge to maintain its relevance as the category premiumised.

A well loved NZ brand made responsibly and locally with renewable power. A strong sense of adorable softness and home pride is imbued in Purex. Rolly as the ambassador for softness, with his head resting on the toilet roll and grass - creating desire and emotionally connecting the brand to Kiwi families and the environment.

Soft on you, soft on the environment, retaining No.2 position in the market.