To create a memorable ad campaign for Charmin toilet paper
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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.
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.