Cushelle has removed the koala from its packs, to highlight a WWF campaign to save the species from extinction.
The brand, owned by Essity, is working with Leeds-based Finn, Publicis Poke, Zenith and Blue Chip in Manchester on the campaign.
Along with removing the Kenny the Koala character from 3m packs, they have also created a series of films to show how irreplaceable koalas are.
“We saw the devasting impact the 2020 bushfires had on Australian wildlife and with our brand mascot being a Koala, we know just how special these cuddly creatures are. We are also aware the crisis is far from over, which is why we believe we have a responsibility to actively support the cause and raise awareness among our consumers and beyond,” explained Nicola Coronado, UK & ROI Marketing Director at Essity,
“We’re proud to be partnering with WWF and hope that our campaign will bring British consumers’ attention back to the crisis, in turn making a significant difference to our mascot Kenny’s marsupial friends down under. We’re also pleased to have partnered with an excellent group of agencies that are working hard together for the greater good.”
Of the estimated 85,000 koalas left in Australia, the fires impacted more than 60,000 of the marsupials, leaving thousands homeless and the koala species now threatened with possible extinction in parts of Australia by 2050.