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Publicis Intern Competition Book
1. You will spend a year
and a half of your life in
the bathroom. Charmin
wants you to feel like
the most important
person in the room
during that time.
RF
SUMMER 2011
3. EXECUTIVE OVERVIEW CHALLENGE
Explore alternate ways to fuel meaning and create conversation about Charmin’s existing campaign while
remaining within a $1MM budget. Connect with consumers through digital, social, and experiential venues in an
engaging and lasting way.
TARGET
Charmin’s target consists of caregivers who know a quality bath tissue makes a meaningful difference. We took
a deeper look into the psychographics and lifestyles of these caregivers, and discovered that they not only care
for others, but they care for themselves and their communities. They lead busy lives, leaving little to no time for
breaks.
STRATEGY
The current conversation among caregivers is that “going to the bathroom is a nuisance.” Because their lives are
so busy, having to stop everything to go can be an annoying interruption. We would like to change the conversation
to “going to the bathroom with Charmin is a welcome break from a busy day.” The most inspiring thing we can say,
which we believe is the catalyst for change, is “Embrace Your Break.”
CREATIVE
You will spend a year and a half of your life in the bathroom. Charmin wants you to feel like the most important
person during that time. Through our Red Carpet Rollout and additions to SitOrSquat, we will ignite the
conversation and encourage caregivers to embrace their breaks and enjoy the go.
BUDGET & TIMELINE
The Charmin Red Carpet Rollout will launch in eight cities, starting in April 2012 with New York, San Francisco
and Chicago. The bus shelter installations and social components will kick start our campaign in January and
will continue for a full year. The majority of our budget will go to the events and out of home components. Our
campaign will garner earned media coverage and consumer generated chatter.
2
4. SITUATION ANALYSIS CLIENT PROFILE & CREATIVE HISTORY
Charmin began in 1928, and has continued to bring out the best in going to the bathroom since then. The brand
values simplicity, benevolence, and openness. Charmin’s purpose is to help people appreciate the inherent
goodness in life’s daily essentials.
Proctor & Gamble acquired the Charmin Paper Company in 1957, and in 1964 the iconic Mr. Whipple character
was created to promote the “squeezable softness” of Charmin. This campaign ran for more than 20 years, causing
“Please don’t squeeze the Charmin!” to be one of the most recognizable advertising slogans. Mr. Whipple will
never be forgotten, and now the bears continue to maintain the “playful instigator” brand personality that Charmin
has always portrayed. Today, television advertisements feature the bears and emphasize the quality of Charmin’s
products.
With the new millennium and a new website, Charmin encourages people to be realistic and open about using the
bathroom and enjoying it. This position inspired the Enjoy the Go campaign, which was actualized at the Ohio State
Fair in 2000. It was the first of many public “Charminized” bathrooms that provided visitors with clean restrooms
stocked with Charmin Ultra. This campaign continued on from state fairs to Times Square in 2006 and allowed
Charmin to provide a better bathroom experience for consumers.
The Charmin website continues to build a culture of convenience for consumers. Visitors can rate products,
download the SitOrSquat application, and even shop online. Knowing that Charmin products outperform other
brands in softness and strength keeps brand followers loyal.
3
5. SITUATION ANALYSIS SWOT ANALYSIS
S T RENG T H S W E A K NE S SES
• Strong brand recognition • Priced higher than competitors
• Superior product quality • Brand is only relevant in the bathroom
• Strong brand loyalty
OPP OR T UNI T IE S T HRE AT S
• Can become relevant outside the bathroom • Lower priced brands improving quality
• Grow online presence • Green-focused bathroom tissue
• Bring something valuable to consumers’ lives
• Leverage existing successes
4
6. SITUATION ANALYSIS THE DIRECT COMPETITION
GEOR GI A - PAC IF IC K IMBE RLY- C L A R K
“Making life’s simple necessities.” “Providing the essentials for a better life.”
ANGEL SOFT COTTONELLE
“An Ideal balance of softness and strength.” “Be kind to your behind.”
Angel Soft prides itself on being “just right.” One Cottonelle recently ran its “How do you roll”
of their promotions, Angels in Action, encourages campaign, asking consumers to vote on how
volunteerism and community service. While they preferred their paper rolled. Cottonelle
Angel Soft has strong brand recognition, the encourages its consumers to “Get fresh with
brand has minimal-to-no online presence. a friend” and pass on Cottonelle products
to others. The brand has a strong Internet
presence and a loyal following.
QUILTED NORTHERN
“For a confident clean.”
SCOTT
Quilted Northern is looking to drive the “Toilet paper done right.”
conversation about toilet paper with their recent
campaign that encourages consumers to talk Scott has taken the environmental route with the
about what they want from their product. The Scott Naturals campaign that asks consumers
brand promises strength and has been affiliated to take a four-week test drive of the new toilet
with Susan G. Komen’s Race for the Cure since paper in order to save 2 million trees. Scott’s
2004. Quilted Northern has strong presence TV and online presence is strong and the brand
and consumer engagement across all media, offers daily online competitions and updates,
including social. connecting with consumers.
5
7. SITUATION ANALYSIS THE INDIRECT COMPETITION
M A RCA L 7 t h G e n e r a t i on
“A small, easy step to a greener earth.” “Get involved.”
Marcal’s Small Steps is an affordable bath tissue 7th Generation is a natural home goods
that is environmentally friendly. Marcal has an company that encourages its consumers to
active online presence and honors everyday get involved in saving the environment. Their
environmental heroes. The brand has a clear advertising occurs mostly in print and online,
point of view and a product that consumers can and emphasizes taking an active role in saving
feel good about. The brand can be used in good the planet. Consumers can feel good about
conscience, but it only serves a niche market buying 7th Generation toilet paper, but the brand
and doesn’t have the fun and friendly tone of is limited to its niche market.
most toilet paper brands.
COMPETITIVE SUMMARY
In addition to leading in softness and strength, Charmin has strong brand equity. While green brands have claimed
a small market share, their niche target limits their potential. Competitors are seeking to increase digital consumer
engagement, and Charmin has the opportunity to generate a greater following than other brands. However,
because many consumers do not have strong preferences in the category, Charmin can strive to make toilet paper
more relevant for everyone.
6
8. SITUATION ANALYSIS CONSUMER ANALYSIS
THE TARGET
Charmin targets caregivers who know a quality bath tissue makes a meaningful
difference. We realized that caregivers are not only individuals who care for themselves,
but they care for others and their communities. In order to figure out how to best reach
these caregivers, we researched their lifestyles and habits. We started with various
market research reports and social media data, and then conducted a survey and
interviews.
Camille, 32
(T
From our secondary research, we found that caregivers are incredibly busy. Over the itl
“Personal tim e Rep, Mother)
e is just not
life right no part of my
past 60 years, women’s participation in the labor force has steadily increased, while w.”
familial and household responsibilities have not decreased. Forty percent of American
adults get less than seven hours of sleep on weekdays, and about sixty percent of adults are rushed at
mealtimes. Lunch breaks are becoming less common among caregivers and many eat lunch at their desks or on
the go. Because of this rushed lifestyle, to avoid wasting time, many people talk on cell phones while commuting to
work, answer e-mails during conference calls and multi-task on a regular basis.
In the home, parents constantly put their needs second to those of their children.
They never feel like the most important people in the room because they are
always looking out for someone else. The household chores won’t get done if they
don’t do them, so instead of relaxing after work, caregivers are greeted with a
whole new set of responsibilities.
THEIR MEDIA USAGE
Cons
ultan
t) The target is constantly connected, whether it is through the Internet,
ment
, 51 (
Ma nage y with me e.”
berr her
smartphones, or tablets. Moms are the fastest-growing buyers of iPhones, often
David my Black an everyw
“I b ring e… I me making purchases via mobile applications. They are among the biggest spenders
wher
every
on the web and they frequently seek information about products online and are
engaged with social media. They are one of the most vocal users on the web.
They love to share and learn information in their online communities.
7
9. SITUATION ANALYSIS CONSUMER ANALYSIS
INSIGHTS & INTERVIEWS
We wanted to talk to the caregivers directly. The caregivers we interviewed
validated our secondary research that their lives are very busy and that they
would love to be able to take more breaks. When asked about how they feel
about taking bathroom breaks, numerous respondents said it can be a pain
having to stop everything to go. We also asked them about their media usage,
and they confirmed that they are always on their phones, checking e-mails, and
researching things online.
l Man
ager) the day a
f
nd
to
We also wanted to hear from a broader group, so we conducted a survey about
(Hote ple most o ome time
5
Bill, 2 ith peo
w e to
s
have e a breath
.” going to the bathroom. We wondered about people’s bathroom preferences, what
“I am be nic elf and ta
k
ld
it wou p by mys
u
brands they are loyal to, and what else they like to do while in the bathroom. Of
regro
the 116 respondents, 64% were female and most purchase toilet paper for their
households (75%).
35% of respondents prefer Charmin, while 32% simply buy the least expensive toilet paper available. When
questioned about what is most important when purchasing toilet paper, quality and price ranked as the most
important issues. Buying a brand name on the other hand was the least important, revealing an opportunity to
increase brand engagement.
To then gain further understanding of our consumer, we asked about bathroom
activities. Over 50% text or talk on their phones while in the bathroom, and over 40%
read a book or magazine. Also, 92% of those questioned use smartphones for games,
social networking, and e-mail, showing their constant connectivity.
Due to their unyielding lifestyles and yearning for breaks, busy caregivers are the
ideal target for Charmin. Charmin has the opportunity to change the conversation
among those who dislike taking a bathroom break, and encourage those that already Audrey, 47
(Nurse, Sin
enjoy the go to continue to do so and to spread the word. “On a typica
relax until
l day I may
gle Mother)
not get to
I go
get the ‘me’ to bed, so I really do
time that I n’t
deserve.”
8
10. STRATEGY OVERVIEW STRATEGY
Given what we learned from our research about the busy lives of caregivers, we realized that our biggest challenge
is that people see going to the bathroom as a nuisance. It is an unplanned interruption that requires caregivers to
step away from what they’re doing, be it getting their kids ready for school or working to meet a deadline.
However, Charmin has a unique opportunity to change the conversation, transforming the bathroom experience
from a nuisance to a welcome break from a busy day. Our research led us to the insight that caregivers deserve
and need breaks, and Charmin is there to make those coveted breaks enjoyable. This will allow consumers to
enjoy the go.
Our message to caregivers is:
EMBRACE YOUR BREAK
9
11. STRATEGY OVERVIEW BRIEF
BRAND POV: We all go to the bathroom. Those who go with Charmin really enjoy the go.
WHAT IS THE BUSINESS CHALLENGE OR OPPORTUNITY? Explore alternate ways to fuel meaning and
create conversation about Charmin’s campaign idea while remaining within a $1MM budget.
WHO DO WE WANT TO ATTRACT AND WHAT DO WE KNOW ABOUT THEM? Caregivers. They lead
busy lives, leaving little to no room for breaks.
WHAT ARE THEY SAYING IN TODAY’S CONVERSATION? “Going to the bathroom is a nuisance.”
WHAT WOULD WE LIKE THE CONVERSATION TO BE? “Going to the bathroom with Charmin is a
welcome break from my busy day.”
WHAT IS THE MOST INSPIRING THING WE CAN SAY TO IGNITE OR CHANGE THE CONVERSATION?
Embrace your break.
WHAT ARE THE BEST WAYS TO CONNECT WITH THESE PEOPLE? Digital, social and experiential
channels.
WHAT WILL SUCCESS LOOK LIKE? Caregivers know that Charmin is the key to enjoying their bathroom
experience, and are comfortable sharing their love for Charmin with their family, friends and online
communities.
WHAT ELSE? The campaign must address a consumer need, provide utility in a way only Charmin can,
create talk value, make consumers wink and smile the way a playful instigator would, leverage the Enjoy the
Go campaign idea, leverage Charmin’s existing assets, support the Charmin brand/franchise, and include
the Charmin bears and tagline.
10
12. CREATIVE OVERVIEW
You will spend a year
and a half of your life in
the bathroom. Charmin
wants you to feel like
the most important
person in the room
during that time.
11
13. CREATIVE OVERVIEW CREATIVE EXECUTIONS
As we thought about the brief and the mantra that followed, we asked ourselves how Charmin can make an
ordinary person feel like the most important person in the room in any restroom, anywhere. We approached this
question by exploring the lives of important people, and determining how Charmin can elevate everyone to VIP
status in the bathroom.
We created the following executions that will help each individual feel like the most important person in the room,
and ultimately allow them to embrace their break and enjoy the go.
RED CARPET ROLL OUT
Charmin will initially visit New York, San Francisco, and Chicago,
turning public bathrooms into a private, VIP experience complete with
a bouncer, red carpet, clean bathrooms and, of course, Charmin.
The secondary cities will be driven by the response we get through
social media. We selected these cities based on foot traffic and digital
aptitude.
Guarded by a friendly bouncer and roped off in velvet, the restrooms
are a perfect photo opportunity and point of conversation. In addition
to pictures snapped by participants, photos taken by a Charmin
photographer will be uploaded to the Charmin Facebook page. A
Charmin-branded backdrop will add to the VIP feel, and participants
can check in on Foursquare and tweet about the event. Once inside
the bathroom, participants will be treated to a clean and comfortable
experience.
12
14. CREATIVE OVERVIEW CREATIVE EXECUTIONS
OUTDOOR BUS POSTERS
To launch the Charmin Red Carpet Rollout, we will
install posters in bus shelters in the first city we
execute our program in order to spark interest and
ignite the conversation around the event. The posters
will feature the bouncer in front of a bathroom, and
a QR code to the Charmin Facebook page that will
direct viewers to get more information. These outdoor
promotions will pique interest without giving away
details, in order to facilitate an element of surprise.
13
15. CREATIVE OVERVIEW CREATIVE EXECUTIONS
FOURSQUARE
In order to increase awareness of our program, participants at the Red Carpet Rollout will have an opportunity to
check in to the event on Foursquare. Because Foursquare is linked to various other social networks, this tactic will
spread the word across the web and across the nation. Charmin VIP badges will be awarded.
“Congrats! You have just
unlocked the Charmin VIP
Badge. You are now the
most important person in
the room. Enjoy the go.”
14
16. CREATIVE OVERVIEW CREATIVE EXECUTIONS
VIP AIR FRESHENERS
To ensure that consumers are VIPs in every bathroom, smartphone air fresheners will be distributed at the Red
Carpet Rollout. These branded devices plug into iPhones and Android phones, releasing wonderful fragrances on
command. With these giveaways, consumers can enjoy the go anytime, anywhere.
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17. CREATIVE OVERVIEW CREATIVE EXECUTIONS
SOCIAL MEDIA
To drive participation, a Red Carpet Rollout tab will
be added to the Charmin Facebook page. The page
will display photographs, location details, and a live
feed about the event.
16
18. CREATIVE OVERVIEW CREATIVE EXECUTIONS
NEWS
The Red Carpet Rollout will receive national and local media coverage, increasing awareness about the event and
the Charmin brand.
17
19. CREATIVE OVERVIEW CREATIVE EXECUTIONS
VIP CO-PILOT
The most important person shouldn’t have to
worry about the small details while traveling.
A new feature on SitOrSquat will highlight
top-rated restrooms along a chosen route,
eliminating the common road trip woe of
horrible or non-existent bathrooms. No matter
where you are, Charmin has you covered.
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20. CREATIVE OVERVIEW CREATIVE EXECUTIONS
REPORT-A-POTTY
The most important person always has a clean
bathroom. Currently, SitOrSquat allows users to
write reviews, but they have no opportunity to make
a difference when something is wrong. Furthermore,
many reviews are incredibly crass, detracting from
Charmin’s brand image.
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21. CREATIVE OVERVIEW CREATIVE EXECUTIONS
REPORT-A-POTTY
Our new SitOrSquat feature will allow users to report bathrooms that are not up to par via clever letters that can
be share through e-mail, Twitter, and Facebook. The public nature of these reports will persuade companies to
improve their bathrooms. An archive of reports will be available online, and a badge will be added when an issue
is resolved. This feature will change the conversation about public restrooms, as consumers are able to enjoy
the go no matter where they are. Ultimately, Charmin will facilitate the improvement of public bathrooms across
the country.
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22. BUDGET & TIMELINE BUDGET
The majority of our budget will go to the events and out of home components. Our campaign will garner earned
media coverage and consumer generated chatter, so there is little paid media in the budget. Our budget is
split between our events and SitOrSquat extensions. In total, the events will cost $724,100 and the SitOrSquat
extensions will cost $37,500. The remaining $238,400 will go towards the out of home executions and for
contingency.
For a full upgrade of a large application there will need to be 100 hours for design, 200 hours for development, and
100 hours for quality assurance, which will cost $37,500.
20
23. BUDGET & TIMELINE TIMELINE
The Charmin Red Carpet Rollout will launch in eight cities, starting in April 2012 with New York, San Francisco
and Chicago. The bus shelter installations and social components will kick start our campaign in January and will
continue for the full year.
21
24. TYING IT ALL TOGETHER FLOW CHART
RED CARPET TWITTER
To maximize the impact
ROLLOUT of our campaign, our
executions will work together
to drive participation. We will
utilize Facebook and Twitter
to create hype around the
Red Carpet Rollout, and
the event will promote the
additions to the SitOrSquat
application. SitOrSquat
is fueled by social media,
and our campaign will drive
brand engagement.
FACEBOOK SITORSQUAT
EXTENSIONS
22
25. WORKS REFERENCED RESOURCES
Mintel Family Leisure Trends 2011
Mintel Household Paper Products - US - October 2010
Mintel Marketing to Moms, February 2011
“The BabyCenter 2010 Mom Social Influencer Report”
eMarketer Demographic Profile—Millennials
eMarketer Moms Who Blog: A Marketing Powerhouse
www.businessweek.com/magazine/content/05_40/b3953601.htm
www.washingtonpost.com/business/economy/marketers-target-moms-armed-with-smartphones
www.charmin.com/en_US/index.php
www.scottbrand.com/community/landing
www.cottonelle.com
www.angelsoft.com
www.seventhgeneration.com
www.marcalsmallsteps.com
www.quiltednorthern.com
www.kimberly-clark.com
www.gp.com
www.guru.com
www.alliancetek.com
23
26. TEAM ROYAL FLUSH
Jen Brotman
Jen Buchholz Lauren DiBara
ger
Account Mana
ger Strategist Account Mana
ity Dartmouth College of Virginia
Sy racuse Univers University
MEET OUR
TEAM
d
Sigourney Weaver Gordon Redmon Arielle Klein
Account Manager t Manager Account Manager (Pu
Accoun bMo)
SUNY College at Bu rsity University of Pittsb
ffalo Columbia Unive urgh
Casey Marks
Matt Runde Mike Gewinner Art Director/Copywr
iter (PubMo)
Creative Technologis
t Copywriter VCU
The Brand Center (VC iversity
U) Northwood Un
24
27. SPECIAL THANKS
WE WOULD LIKE TO THANK
CHARMIN FOR ALLOWING US TO THINK ABOUT THEIR BRAND 24/7, ESPECIALLY
Bindu Bacarella
Colleen Dunphy King
EVERYONE AT PUBLICIS FOR A GREAT SUMMER, PARTICULARLY
Ali Brafman
Semhar Tesfey
Mark Zangrilli
OUR MENTORS FOR KEEPING US SANE AND HELPING US BE THE BEST WE COULD BE
Chris Cotter
Zach Golden
Kellie Moran
Paul Roberts
Sara Weiner
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