CHARMIN – "The DOWN UNDER DEBATE: BUNCHers VS. FOLDers"

PROBLEM: When it comes to toilet paper, the real question isn't that one about “over or under?” When asked if people bunch or fold their toilet paper, that is the question that can start a rowdy convo about whose wipe technique is superior. The real question is “bunch or fold?”

SOLUTION: Charmin takes their ethos on the topic of TP and calls together citizen everywhere to end the "debate down under." 

The post then links the wiper to a site where they can vote and track the results of this important debate. 

The post then links the wiper to a site where they can vote and track the results of this important debate. 

To launch the showdown, we hit the wipers with a sponsored post when they're almost guaranteed to be unscrolling TP  and  scrolling on social. 

To launch the showdown, we hit the wipers with a sponsored post when they're almost guaranteed to be unscrolling TP and scrolling on social. 

B_F Insta Post.png
Once the wiper votes, they're prompted to share their team affiliation and perhaps rally others to get on board or begin the convo among their friends.

Once the wiper votes, they're prompted to share their team affiliation and perhaps rally others to get on board or begin the convo among their friends.

Once the wiper shares their certified status, they'll receive an enamel pin to swag out for their team and share on social.

Once the wiper shares their certified status, they'll receive an enamel pin to swag out for their team and share on social.

In store, Charmin will sell specialty branded packs of TP for both sides of the wipe war and drive them to the site to vote.

In store, Charmin will sell specialty branded packs of TP for both sides of the wipe war and drive them to the site to vote.

During the campaign, a board will digitally keep track of the votes in real time.  

During the campaign, a board will digitally keep track of the votes in real time.  

ART DIRECTORS: Katie McElearney, Charlotte Masters

COPYWRITER: Mason Douglass