1956

The first national Sorbent television commercial went to air, featuring the now famous Sorbent jingle, "What's the gentlest tissue in the bathroom you can issue, Why it's Sorbent".

1978

Australian comedian Shane Bourne starred in a new commercial launching the extra 100 sheet product, atop a pair of stilts.

1985

The "Bring Your Own" (BYO) campaign revived the tradition of uniquely Australian humour by emphasising softness in a very new way - in short, 'Nothing else was good enough".

1988

Sorbent brought back the jingle with the launch of the "All Around Australia' television campaign. Brand awareness increased to the highest point yet, exceeding all other competitors".

1991

The infamous "Thank Goodness for Sorbent" campaign starring Matthew Krock captured national attention and clearly established the brand's family values. The Sorbent brand not only grew in sales, but in the hearts and minds of consumers.

1993

Comedian Magda Szubanski starred pyjama-clad in the follow up series to the "Thank Goodness for Sorbent" campaign. It successfully married humour and brand values, winning the 1993 and 1994 People's Choice Award.

1996

Sorbent launched a new commercial incorporating the successful Australian film 'Babe'. Special Sorbent 'Babe' packs shouted from the shelves and the promotion won a Silver Award at the International Pro Awards in Chicago.

1997

The launch TV advertisement for Sorbent Silk targeted contemporary women who love to indulge. The visuals were luxurious, the humour more sophisticated and the tag line "Pure, Soft Luxury" reinforced the true innovation of the product.

2002

Consumers were impressed with Sorbent's new 'silky soft' facial tissues. The launch was supported by a unique advertising campaign playing up the notion that after you've tried Sorbent facial tissues "Nothing else feels soft anymore".

2003

Sorbent and Lleyton Hewitt formed a hugely successful doubles team to launch the 'Wipe 'em off the court, Lleyton..." TV campaign. Once again, humour was at the core of the advertising, capturing the down to earth qualities of all Australians.

2004

The "Dunk" commercial launches a true product innovation to the market, Sorbent Clean and Fresh moist personal toilet wipes. The commercial featured a man being dunked into a pool of water, symbolising the refreshing benefit of the product.

2004

The Sorbent Extra Thick campaign was launched, with amusing scenarios of people struggling to handle the new Sorbent product because of its Extra Thick and soft features.

2006

Sorbent asked the nation if they scrunched or folded their toilet paper, with a quirky TV campaign based on the woes of a 'Folder boy' growing up in a family of 'Scrunchers'. The merits of folding versus scrunching quickly became a debate in many households!

2007

Sorbent began its support of the Cancer Council's Daffodil Day with a TV advertisement reinforcing that it's up to each and every one of us to make a valued contribution to the fight against cancer.

2008

The "Sorbent. Why rough it?" campaign launched Sorbent's new gentle toilet tissue emboss to the market. The humourous commercial opens with a boy famously lost 15 years ago found living with wild dogs. In coming home, the only thing that brought him back to civilization was the sight of Sorbent's gentle embossed toilet tissue and the thought that he'll never have to rough it again.

2009

Sorbent facial is back on air for the first time since 2002! The 'Cowboy' campaign shines a spotlight on the gentle premium quality of Sorbent facial tissues supporting our new innovative packaging launch. A follow up to the 'Why rough it?' campaign for Sorbent toilet, the commercial reinforces the quality of our gentle tissue in a truly unique Sorbent manner.