Charmin Treats Holiday Shoppers to Delux Potties - Event Marketer

Charmin Treats Holiday Shoppers to Delux Potties

DB_Charmin2_2007 Ex
Brand: CHARMIN PROCTER & GAMBLE
Agency: GIGUNDA GROUP
Awards: EX AWARDS — BEST POP-UP STORE
Year: 2007

With the success of its groundbreaking Potty Palooza mobile marketing tour—Charmin took clean and homey bathrooms to events all over the country—the folks over at P&G had unwittingly created a major problem. When it came
to marketing toilet tissue, was there an event marketing campaign that could possibly top that one?

The answer, of course, was yes.

In November and December, Charmin provided the good people of New York City a whole new experience in public restrooms. The brand took over a Times Square storefront and opened 20 toilet stalls. Open every day from 8 a.m. to 11 p.m., the environment featured hardwood floors and aromatherapy, not to mention baby changing stations, stroller parking, seating areas and, of course, an endless supply of Charmin Ultra.

To ensure cleanliness, Charmin staff serviced the stalls after each use; and the stalls were stocked with product from P&G sister brands—Bounty paper towels, Puffs tissues and Safeguard soap. Doris Roberts of TV’s “Everybody Loves Raymond” performed the ceremonial first flush when the venue opened.

The brand’s main goal was media exposure, and the pop-up delivered, with a reported 358 million media impressions in the first 10 days, and more than 400 million to date. But those porcelain thrones got plenty of use, too: 428,000 people visited the facilities, and visitors included consumers from every U.S. state and 110 countries.

Oh, just one last potentially scary fact: 95 percent of visitors took at least three pictures or video while they were there.

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