The Softest Challenge' campaign is the key event in the 2001 marketing drive behind Nouvelle toilet tissue. Risqué TV ads from mid April show a scientist asking a blindfolded woman sitting in a loo cubicle to test the softness of Nouvelle. Brand owner Fort James/Georgia-Pacific is giving consumers their money back if they are not satisfied with the product's softness in an on-pack try me for softness' promotion. This is supported by a We've gone softer' doordrop with 40p off coupons to five million UK households. {{MARKETING - P&P }}