NEW YORK, NY: Charmin is once again offering public restrooms in Times Square, this time in an effort to unroll two new brands.
This year, the company is stocking the temporary restrooms with Charmin Ultra Strong and Charmin Ultra Soft and allowing consumers to choose their favorite of the two. “We really want to give consumers the chance to rediscover the brand and choose the Charmin that's best for them,” said Dewayne Guy, external relations manager, Charmin.
MS&L is assisting with a comprehensive media program, which includes print, online, blogs, and traditional media outlets. Outreach has been targeted to local, national, and entertainment press.
There will also be continued outreach during the six weeks of the program, Guy says. The campaign started with a November 19 press conference where spokesperson Molly Shannon inaugurated the stalls with the ceremonial “first flush” and ribbon cutting. More events are slated to roll out in conjunction with the program over the next few weeks.
“This was the second year we've done it, so this year we needed to offer up something new and innovative,” Guy noted. A host of new interactive features are offered within the space, allowing consumers to experience the restaging of the brand. A voting booth feature lets consumers choose the right Charmin for them, and the Flush-O-Meter communicates regional preferences towards Ultra Soft or Ultra Strong. “This year we really focused on the brand and communicating brand preference to consumers,” Guy added.
Last year, the fully-staffed and free-of-charge restrooms were accessed by more than 420,000 people, who visited New York during the holiday season, according to Charmin. “With the overwhelming response from last year, we couldn't wait to bring back the Charmin restrooms,” Guy said.
“We know how difficult it can be to find a public restroom in New York City, so this is Charmin's gift to New Yorkers and tourists this holiday season,” Dennis Legault, brand manager for Charmin said in a statement.
The Charmin Restrooms are open from November 19 to December 31. They are closed on Christmas Day.
