For most people, potty training is not something they list on their resume as a major accomplishment. Procter & Gamble's Charmin bath tissue is looking to change that.
P&G's Charmin bath tissue - aided by agency of record Manning, Salvage & Lee and noted child psychologist Dr. Sylvia Rimm - has launched the Charmin University 'Honor Roll' Graduation Program, a multifaceted effort that offers support and encouragement to families who are enduring the trials and tensions of the potty training process. At the same time, it pitches Charmin brand bath tissue and Kid Fresh wipes to the all-important two-to-five-year-old demographic.
'Part of it was designed to reach out to consumers in an entry point,' said Kathy Rand, managing director of MS&L's Chicago office. 'What better for a new graduation to the potty than Charmin?' What better, indeed?
The program offers kids and parents motivational materials including: a booklet set to rhyme that reminds children of the bathroom basics; tips for parents; a poster and stickers for restroom awards; an official Charmin U t-shirt; and a diploma conferring graduates with a Ph.D (potty honorary doctorate).
Graduates can also enter a photo contest for a chance to win a $25,000 college scholarship and attend the graduation ceremony next summer. Parents can 'enroll' in Charmin University by phone or via the Charmin web site.