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Essity, the Swedish health and hygiene group, is backing its new Cushelle Quilted toilet paper variant, launched in January, with an integrated below-the-line campaign aimed at helping drive awareness and trial of the new variant – which is claimed to be the brand’s “most cushiony-soft toilet tissue ever”.

Cushelle runs ‘Quiltiest’ integrated campaign

Essity, the Swedish health and hygiene group, is backing its new Cushelle Quilted toilet paper variant, launched in January, with an integrated below-the-line campaign...