Family first. (But don't forget the branding.) » The S3 Agency

Family first. (But don’t forget the branding.)

Angel Soft has rolled out their latest rendition of their video series, “Be Soft, Be Strong” – and it’s sure to touch your heart! The campaign continues to build strong emotional messaging in a way that is very different for toilet paper brands.

“Be Soft, Be Strong” kicked off last June with a celebratory spot wishing single mothers a happy Father’s Day – and it became an instant viral hit. Shifting their marketing approach to focus on relatable family stories, highlighting the rough and sensitive moments of parenthood, Angel Soft has broken through the clutter and caught the attention of many audiences. Toilet paper is very real…it seems that Angel Soft is taking that to heart with their brand.

The latest series features a spot dubbed, “Just Dad”, a single father tries his best to raise his daughter through life’s obstacles. Unlike the “Father’s Day for Mom” spot, this one brings Angel Soft tissue into the story. After all, it’s part of many life moments, from toddler care to wiping teenage tears.Other new campaign installments also surround’s life’s moments in the rest room, from pregnancy (with many late-night bathroom runs) to a boy’s first break up. This increases the relevance of the brand to the spot, which was an important next step for the campaign.

I’m personally a great fan of emotionally driven campaigns that make a lasting impact, and this one for Angel Soft did the job! Kudos to the brand for killing the game on family storytelling.


Jazmine Rodriguez
Jazmine Rodriguez

Assistant Account Executive @ The S3 Agency

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