Essity

The Rolly dog is an NZ icon and has been on Purex toilet paper packs since the 1990s. Consumer research showed that NZers wanted to see more of this little cutie. The client tasked us with bringing Rolly to life, showcasing the fun and mischief that he is synonymous with.

Purex is an nostalgic brand having been made in NZ for over 65 years. That coupled with Rolly’s notoriety, we teamed up with supremely talented AI/CGI creator, Blue, who is on our People of Influence talent roster, to let Rolly loo-se!

An iconic mascot needed an iconic location, and the natural choice was the Auckland SkyTower. Blue created a CGI masterpiece with Rolly as the star of the show. The video appeared across Purex’s social channels, as well as running (rolling!) to targeted audience segments through strategic social ad placement to get as many eyeballs as possible on this fresh, fun take on the brand.

The ad was seen over 1.3mil times, attracting 639k engagements with a very low cost per engagement of $0.01, and a sky(tower)-high engagement rate of 47%. This is one of the highest engagement rates the brand has seen, and easily the most engagements in total. Most importantly, Blue brought Rolly to life, larger than life!