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When Cottonsoft Ltd’s marketing department disbanded, they approached Pepper Marketing and contracted Rachael as their Marketing Manager. The portfolio contained some unhealthy brands that needed refreshing and re-strategising.

Rachael’s main project was to relaunch the “CottonSofts” Toilet Tissue brand with a requirement to evolve the business processes around it. Working with each of the company departments, the base tissue was upgraded, the product was improved to meet its target position in the market, the packaging was updated with a new logo and character icon which also featured on newly created TV ads, and a new brand plan with strategic actions was developed.  Consumer research tracking proved the marketing activities of the CottonSofts brand were a huge success, with a vast improvement in brand equity.

Rachael recruited and managed a Brand Manager to guide the future strategy of the Paper Towels category. Together they managed the development of the new Paseo brand launch strategy across several categories in the Premium tissue sector.

Other projects included launching the new Little Genie baby wipes range, re-engineering the KiwiSoft economy toilet tissue brand for cost savings, and reacting to research results by repackaging the KiwiSoft brand to look more basic.

As well as daily management and administrative requirements, Rachael attended the Management meetings including monthly MBOS (Management by Olympic Standards) presentations to the parent company. Rachael’s education to key stakeholders of what marketing involved and her “total business” approach was particularly welcome by the business, at a time when all departments needed to be involved in the evolution of the brands.

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Cottonsoft Limited is a tissue-converting company which manufactures toilet tissue, paper towels and serviettes for New Zealand’s supermarkets and commercial organisations.


Best known among their products are Tuffy Paper Towel, CottonSofts Toilet Tissue and the Paseo range. They also market KiwiSoft supplied to the toilet tissue economy segment.