Essity, the global hygiene and health company behind brands including Cushelle, TENA, Tork and Bodyform, is spreading festive cheer in Manchester this holiday season with a vibrant Christmas projection at its Trafford Park paper mill.
The integrated site, located in Europe’s largest industrial estate, is a significant manufacturing hub for Essity, producing renowned brands such as Cushelle and Plenty, as well as own-brand products for major UK retailers.
The festive projection features Cushelle’s beloved mascot, Kenny the Koala, in a playful scene with Santa Claus, highlighting the brand’s “Selfishly Soft” campaign. The campaign, which also features as a mural in Manchester’s Northern Quarter, highlights Essity’s commitment to bold, engaging marketing that connects with consumers and showcases the creativity behind its brands.
The Trafford Park mill, which employs around 150 people, is notable for being the UK’s only site with a coreless production line, a unique technology that enables toilet rolls and kitchen towels to be produced without a cardboard core therefore reducing waste and enhancing sustainability.
“Essity is proud to be a part of the Manchester community,” said Gareth Lucy, corporate communications director UK & ROI at Essity. “Our Manchester site produces millions of toilet rolls daily including one of the nation’s favourite brands in Cushelle.
He continued, “The North-West, and Manchester in particular, is a vital part of our UK operations. Projecting the latest Cushelle campaign onto the mill for the many passers-by to see during the festive period felt like a nice way to show our pride in being a part of a region known for its industrial power and innovation.”
In addition to the mural on Thomas Street in Manchester’s iconic Northern Quarter, the Cushelle festive mural will also be displayed in Mare Street in Hackney, London until Christmas Eve.
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