A Charmin intermission urging people to use this time to go to the toilet.

The Charmin Intermissions campaign was a series of :60 and :30 spots that cleverly matched content with context. For every occasion, there was a Charmin Intermission that playfully urged consumers to go to the bathroom – during movies, at movie theatres, over the holidays, and even at the Olympics.

Charmin strategically bought media in times when people would most hate to miss the action – the Olympics when people don’t want to miss the live action, and during movies (at home and in theaters) when people don’t want to miss the story.

To provide a true brand experience on television, Charmin bought 60 second spots to give people enough time for a real bathroom break. In movie theaters, where no breaks exist, Charmin bought time right before the movie to remind people to go before the show.

Recall and persuasion measurements exceeded our traditional advertising and averaged more social media impressions versus previous months (59 million vs. 27 million).

During the time period that Charmin Intermissions was on air, we identified an extremely positive sentiment around the social media conversation and an outpouring of love from Twitter for the commercial during the Winter Olympics.

Yule Log Intermission was so unique that networks offered to air the spot for free, becoming a milestone in advertising history.

'Intermissions' was seen as such a success, it will continue to be a part of Charmin communication in years to come.