Bathroom Chic? If Charmin Gets Its Way

Event marketing is seeing an unusual test by a major brand. Charmin is putting its tissue paper to the test using a 20-stall restroom in the middle of Times Square. Their attention-getting motto? "You're in New York. Go in Style." Cute. Questionable, but cute.

Reportedly, the stalls and accompanying billboard are impossible to miss if you're in the area. The stunt will continue today through Devember 31st, making it possible for shoppers and city dwellers to try the brand in "real life" situations. For those interested, a six foot tall "Charmin bear" will be on hand for photo ops.

It certainly raises brand awareness, but how does it affect the brand image? At first pass I thought this was tacky. But looking at the details has changed my mind. here are my thoughts:

• I do admire their boldness and their tongue-in-cheek motto. It brings levity to an otherwise private topic.
  
• Location. Location. Location. Busiest season of the year, middle of Time's Square... impossible to ignore. Terrific strategy for the even planners.
  
• With wheelchair accessibility and baby changing stations, this will certainly appeal to families and mothers with small children (hence the ever-present bear).
  
• Attendants will be cleaning the stalls after each use, thus maintaining a very high standard in each of the units. You can't build a brand with your tissue scattered about the floor. Excellent (albiet necessary) move on the part of P&G.
  
• Procter & Gamble is unquestionably offering a much needed service to the busy holiday crowd. Appreciative consumers will remember the experience and the product.
  

At the end of the day bathroom tissue is never glamorous, but at least P&G is having a little fun this holiday season.

Hat tip: Agenda, Inc.