infogiulia caruanawork

the great
debate

Scope

Advertising Campaign

Context

Advertising Design
(570-466-DW)

Year

2019

Challenge

To create a memorable ad campaign for Charmin toilet paper

(For more information, please see desktop site)

process

The process included extensive research into the industry and market, competition, challenges and barriers, primary consumers and their behaviors, as well as the emotional and practical benefits of the product. From there, a creative strategy was developed to guide the consumer through brand awareness, consideration, and eventually, transaction.

outcome

How do YOU roll YOUR toilet paper? Charmin’s Great Debate is a fun and light-hearted ad campaign that uses a trivial question to appeal to the consumer’s emotions, encourage interaction, and expand the brand’s current audience.

The billboard’s three-dimensional qualities and simple message were designed to peak the consumer’s interest, guiding them from simple brand awareness to the consideration phase of the campaign. After participating in the online poll or interactive outdoor ad, the consumer can opt to share the results with friends or family members.  Once the consumer reaches the point of purchase, the grocery store wobbler is a reminder of the functional benefits of the product, closing the transaction in a simple, yet informative way.


outdoor poll
An outdoor poll that lets viewers vote on whether they roll their toilet paper over or under (for ad campaign Charmin's Great Debate)
app – vote
The Charmin online poll that lets viewers vote on whether they roll their toilet paper over or under (for ad campaign Charmin's Great Debate)
app – view results
A hand holding a phone that shows the results of Charmin's Great Debate poll, on a blue background
grocery store wobbler
Grocery store wobbler for Charmin toilet paper campaign
infogiulia caruanawork
here lies damien hirst

editorial & application

Damien Hirst's face with mouth open
A silver can with no label suspended at an angle
A linocut illustration of a black crow
Galerie NuEdge logomark , a symbol representing a doorway that can be interpreted as an N or a U
the great debate

advertising campaign

2x

poster

"2X" stacked in a bold black typeface