Cannes Lions

CHARMIN

PUBLICIS KAPLAN THALER, New York / PROCTER & GAMBLE / 2013

Presentation Image
Case Film
Presentation Image
1 of 0 items

Overview

Entries

Credits

Overview

Execution

Charmin created a campaign of :60 Charmin Intermissions that encouraged/stimulated people to go to the bathroom and enjoy the experience of using Charmin. Each Charmin Intermission had its own theme that entertained audiences who stayed to watch the commercials.

Outcome

The Charmin Intermissions were a tremendous success. Social engagement increased 244% per airing. Decline in household penetration reversed with airing. Production cost was less than 10% of a traditional 30 second spot. The Charmin Intermissions will now move into live events in 2014.

Similar Campaigns

12 items

PRIDE SKILL

GREY BRAZIL, Sao paulo

PRIDE SKILL

2021, PROCTER & GAMBLE

(opens in a new tab)