The all-important pitch – Sorbent
Part of a competitive pitching process was to relaunch Australia’s first toilet tissue – Sorbent.
To make a lasting impression, we wanted our approach to be distinct, likeable, light-hearted yet relevant to the modern audience. This big comeback declares that Sorbent is “Behind Every Great Australian”, the work reminds people of how the all-important Sorbent is there for them when they need it most. From burly builders getting the job done to nervous brides ahead of their big moment, Sorbent is always there right behind the nation, no matter who or where, in all its soft-but-strong, 3-ply glory.
