I guess that there’s a lot to be gained from associating your brand with the requirement that your product fulfills. So I read with interest a blog post about the Proctor & Gamble brand, Charmin tissue paper.
The PR goes like this…
Charmin are operating a 20-stall restroom (public toilet for us UK’ers) in the heart of Times Square at 1540 Broadway, between 45th and 46th Streets, from November 20th to January 1st, calling the service ‘Charmin’s holiday gift to New York’. The restrooms will be open from 8 AM to 11 PM, so that people leaving evening Broadway shows can use the facilities.Charmin Restrooms will offer clean, deluxe bathrooms, baby changing stations, stroller parking, seating areas, and of course lots of luxury toilet paper. Cleanliness will be guaranteed by the presence of one bathroom attendant for every two stalls, cleaning after each use. Charmin is expecting more than 300,000 people to visit the restrooms.
10 staff and cleaned after each use….they must be one of the cleanest public conveniences in the World!
This is a simple but obvious branding exercise as it clearly makes the connection between using a toilet and Charmin tissue paper.
Simple but clever.