THE CHALLENGE
People go to great lengths to avoid public restrooms. They’re dirty, foul-smelling, run-down, and generally unappealing places we use as a last resort. So how can a heavily commoditized product like bath tissue hope to draw consumers in and give them a surprise-and-delight experience in an otherwise undesirable environment?
THE BIG. SIMPLE. IDEA.
During the hectic holiday season, we took the Charmin experience to the crossroads of the world – a place renowned for having virtually everything BUT clean and abundant public restrooms. Not only did we create THE ultimate public bathroom environment in THE ultimate location – 1540 Broadway in the middle of Times Square – we also attracted worldwide media attention and delivered the plushest flush experience for guests as Charmin’s Holiday Gift to NYC.
