Cannes Lions

CHARMIN BATH TISSUE

PUBLICIS NEW YORK, New York / PROCTER & GAMBLE / 2009

Awards:

1 Shortlisted Cannes Lions
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Overview

Entries

Credits

Overview

Execution

Instead of delivering a traditional message, we provided a service. When someone sits inside a public restroom stall, they become a captive audience, so Charmin custom wrapped the interior walls of public restrooms in shopping malls with visuals of home bathrooms. This provided a unique, 180-degree viewing experience which enabled visitors to “escape” their surroundings and feel more at ease within a traditionally uncomfortable and unpleasant environment. Bathroom attendants were stationed to keep the restrooms pristinely clean and fully stocked.

As a final touch, we replaced the paper thin, sandpaper-rough tissue normally found in public restrooms with Charmin, so visitors could literally feel more comfort.

Creating this unexpected “comfort zone” elevated the public restroom experience in a way that only Charmin could.

Outcome

The stall wraps will garner an estimated 2.6 million impressions, with an estimated consumption of 8500+ rolls of toilet paper - equivalent to 1,700,000 sheets of Charmin! This entire effort has allowed Charmin to start the conversation outside of the home, therefore contributing greatly to building positive brand conversations, as well as overall brand equity and affinity. This disruptive media strategy is helping us evolve and diversify the marketing mix for a brand that is traditionally TV centric and for a category which is typically conservative from a marketing perspective.

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