Does Toilet Paper Have The Right To be Fun?

Posted by: David Kiley on July 20, 2005

Toilet paper is one of those products… I’m not sure we should be seeing truly creative advertising in this segment. I confess that I sort of liked the animated bear-in-the-woods ads the last couple of years from Charmin. But there is something about TP that begs straightforward product attribute advertising.

Ah….but that wouldn’t be fun. And it would reduce every brand to a commodity. And, in fact, we all have our favorite brands, don’t we.

Enter Angel Soft, marketed by Georgia-Pacific (hardly known for its over-the-top ad creative or executives who get big yucks around the watercooler). It has a series of short films on its website, as flagged to me by adverblog: Uncomfortable bathroom moments brought to you by Angel Soft.

In one of the shorts, a guy finds himself brushing his teeth with diaper lotion rather than toothpaste (memo to readers: this happened to me once.) In another, a guy is having a great time scratching his back with a bathroom brush…until he is told by his wife that it’s the toilet brush. And so on.

God help me it’s funny stuff. And God help me…yes…I will be taking a fresh look at Angel Soft in the store this week to see if I’m willing to let it replace my old brand.

Reader Comments


July 21, 2005 2:49 PM

When the Charmin animated bear commercials were released, there was a debate over whether or not it was proper to discuss "bathroom habits" on television.

I believe TP is already a commodity which is purchased based on price, except for the super-cheap stuff (brand name withheld) that is used in schools, workplaces, and the like. Yet if the commercial influenced you to buy Angel Soft over Charmin, the message must be getting across (12 rolls for $2.98 at Walmart!) Now the question is are you an Angel Soft convert, or will you switch back to the cheap(er) product?

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News, opinions, inflammatory meanderings and occasional ravings about the world of advertising, marketing and media. By marketing editor Burt Helm, Innovation Editor Helen Walters, and senior correspondent Michael Arndt.

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