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Georgia-Pacific launches innovative packaging design for Angel Soft®

Iconic photorealistic angel is replaced by an animated character in a bold brand move

Georgia-Pacific, recognized as one of the world’s leading manufacturers and distributors of toilet paper, paper towels and napkins, has unveiled a promising start for the Angel Soft® brand with the launch of its new packaging design, which will be available on shelves nationwide later this month. Following the success of last year’s animated campaign, Angel takes center stage by replacing the photorealistic angel character on the package.

This marks the first time since the brand’s launch in 1987 that an animated angel has been implemented in place of the photorealistic one. This change reflects the brand’s commitment to interact with its customer base in an innovative and meaningful way.

According to Desiree Sullivan, senior brand manager, Brand Building, Angel Soft®, “Angel represents our brand promise to always keep toilet paper the way it should be, soft AND strong — simple. Bringing Angel to the front of our packaging with a fresh, innovative design reinforces our message that Angel Soft® toilet paper is dependable and creates a differentiated experience our customers can trust.”

Last year’s immersive 3D campaign featured Angel and his hard-working, celestial team in his toilet paper factory in the clouds. This strategic approach generated notable increases in volume share, purchase rate, household penetration and brand awareness, paving the way for the packaging redesign.

Consumers can anticipate the arrival of the new packaging in mid-February 2024 at all retailers offering Angel Soft®, including Walmart, Target, Kroger, among others.

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