This has got some momentum. I don't know when they first started saying "Quilton loves your bum" but it's clever.
Early in my life studying marketing i would often quip:
"I don't care - I'd even sell toilet paper if it meant I could be doing marketing"
There's someone here who clearly went through with that.
So that's the personality of the Quilton brand - loves your bum. As good a personality as any.
So, a clever ad creative probably came up with that, but it's the marketing manager who keeps the personality alive. So, when they make a minor packaging change (continuous innovation) they call it a "love handle". A product contribution to the brand personality.
And a question to you. How well would this personality transfer to countries outside of Australia? Which countries, perhaps. Segments within other countries?