CHARMIN’S “ENJOY THE GO”
While few (if any) brand managers in NZ can aspire to the budget required to create something like Charmin’s 27-room travelling luxury bathroom facility, there are some very relevant take-outs from the activation, not least the way that a range of engaging activities are combined into a mobile brand space that goes to the target market, entertains them, shows off the product (literally), and allows them to create and share content.
Since its debut in 2002, the Potty Palooza truck has been on the road 11 months a year, visiting 26 to 30 events annually — from Times Square to the Super Bowl to the Arizona Balloon Festival. Charmin’s 5 million annual guests take part in the full branding experience. The Charmin Bear teaches the Charmin dance while smiling brand reps guide visitors to and from stalls and spruce up rooms after every use. There is a graffiti wall to write messages and photos with ambassadors that are then able to be seen online. Brand ambassadors have online profiles and blogs, along with facebook and Twitter where they connect with people all over the world – who delight in sending them photos of loos from all the corners of the planet! Check out the website here.