People use the bathroom many times a day, and mostly outside of the home-where it’s not pleasant. Behold the A-ha moment: Charmin brings the best experience at home, so why not also when on-the-go? As a leader in the category, we not only felt qualified to do so…we felt obliged.This insight sparked the launch of a whole a new campaign idea aimed to make Charmin an integral part of making going to the bathroom more enjoyable, wherever, whenever. So we asked ourselves, 'What's the best way to get this message to consumers?' The answer was simple: Launch the idea through an integrated program beginning at the Charmin Restrooms where consumers can experience the enjoyment firsthand. We aimed to spark contagious conversations through an extensive multimedia program to help lead our charge. Our story begins in New York City.

Charmin set out to launch our new campaign idea and provide the most enjoyable bathroom experience where people would least expect it – in the middle of New York City.We kicked off by announcing a nationwide casting call for Charmin's 'Go Team' – we were looking for individuals who loved going to the bathroom, and loved talking about it! They served as our Brand Ambassadors at the luxurious Charmin Restrooms. Further conversations were inspired by interactive graffiti walls, a Charmin 'Canfessional' booth, 'Rate Your Go' digital tracker, a 'Toilet Tour Bus,' and even a Broadway musical in the restrooms themselves!

We garnered over 3 billion media impressions (triple our goal!) and thousands of new conversations were generated:•The Charmin Restrooms were featured on national TV shows like The Jay Leno Show and Live with Regis and Kelly•85,618 people visited enjoythego.com•5,962 views on our YouTube page•Over 1000 loyal followers via our social media sites•43,805 people used our “rate your go” tracker•37,148 photo uploads from our consumers in the restrooms•The estimated time each person spent at the Charmin Restroom was 30 minutesNow, that’s an enjoyable experience!