Baby Soft has kept generations of South African families well stocked with thick, absorbent and silky soft 2-ply toilet tissue. And all the while, Softi, their adorable labrador puppy mascot, has been frolicking in an out of TV ads, working his way into the hearts of young and old.

But now, things are about to change. Thanks to Micro-Pillow Technology, Baby Soft is now softer than ever. Which got us thinking – perhaps it’s time for a new, softer mascot to match? Introducing Shlumfi the super-fluffy cat who’s taking on the old favourite, Softi the pup.

Baby Soft is asking fans to vote for their favourite in their Softer-than-Ever Mascot Showdown. If you’re undecided, there are videos, statistics and other useful bits of information to help you make up your mind on the Baby Soft website


TV campaign credits:


Executive Creative Director: Fran Luckin

Creative Director: Robyn Bergmann

Art Directors: Zach Nossel, Michelle McKenna

Copy Writer: Michelle McKenna

Designers: Hazel Davies, Natasha Prinsloo, Orla Hunter

TV Producer; Esme de Miranda

Directors: Asher Stolz, Brian van Niekerk

Production House: Team Best

Sound design: Louis Enslin (Produce)

Post-production: Warwick Allan – Mushroom Media

Account Director: Kate Turner

Business Director: Bridget Christensen


OgilvyOne credits for the digital campaign:


Creative Director: Dylan McLean

Designer: Orla Hunter

Assistant designer: Kamohelo Kuaho

Developer: Leanne Grunewald

Technical manager: Richard Knowler

Group Account Director: Nimay Parekh

Account Director: Georgia Matthews

Senior Social Media Manager: Corli de Kock

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