Georgia-Pacific is rolling out TV adverts behind recycled toilet paper brand Nouvelle, introducing a new advertising icon to screens.
Rolland', an animated squashed roll, will appear on screens for the first time on June 1 as part of a concerted push behind the brand this year.
The character, designed by Jim Henson's Creature Shop, will tell viewers how he feels 100% soft and recycled.
The company will also send out 5 million 30p-off coupons nationwide once the adverts break.
Senior brand manager Phil Carratt said: "This year is very important for Nouvelle as we seek to consolidate the positioning of our brand as the foremost soft and recycled toilet tissue.
"The introduction of the new campaign is very exciting and research has demonstrated a very positive response by consumers to the Rolland character. We are confident his personality will work hard for Nouvelle."

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