With all the noise surrounding the other recent national holidays recently in the US, when “National Toilet Paper Day” rolled around on August 26, it seemed to pass by almost completely unnoticed. Not by Droga5 though. The agency created a defiantly 'forgettable' campaign for the Quilted Northern toilet paper brand, which poked fun at just how the supposed holiday actually is in glorious fashion. The campaign fits in perfectly with the brand's “Designed to be Forgotten” brand positioning based around forgettable bathroom experiences (because let's be honest, the best experiences on the toilet are those that pass by without incident). To bring attention to the campaign, and the brand, consumers could also save 30% when they purchased Quilted Northern on Amazon.
Jason Ippen, Senior Brand Director for Quilted Northern, said: “We recognise that few people are aware of National Toilet Paper Day, and we accept that. The least we could do on this unique holiday is have a little fun and offer every American a memorable deal that helps them forget National Toilet Paper Day, and the process of ever having to buy toilet paper again.”
As part of the celebrations, Quilted Northern also put an unconventional twist on the online shopping experience for consumers in New York and Seattle by creating mini pop-up stores. The stores are just large enough for a hand, so that your phone effectively becomes the store, reflecting the growing importance of mobile shopping. Additionally, the pop ups mirror the local architecture and environments of each city in amazing detail, from the multi-story buildings of New York City to the urban mall design in Seattle. The adorable tiny stores can also be viewed in a 360 degree online tour.