2009 PRO Awards: The Charmin NYC Restroom Experience

Agency: Gigunda Group
Client: Charmin

When you’ve got to go, you’ve got to go, and Charmin capitalized on that basic need by putting temporary toilets in the middle of Times Square during the busiest time of year — the winter holiday season. Shoppers and travelers were so appreciative that the stalls generated over 464 million media impressions. The 12,000 square foot building located at1540 Broadway made its return for a third year in 2008 and expanded to include a reopening from midnight to 2 a.m. on New Year’s Eve. But the experience was much more than just a place to let it all out. Capitalizing on their latest “bear in the woods” TV campaign, Charmin built the structure to look like a cozy cabin in the woods. A stone pathway guided guests through snow covered trees and winter landscapes.

In keeping with the bear theme, guests could stop at the Grin and Bear It Photo station — a life-size six-person sleigh guided by Leonard the Bear — for a free family photo, which could be downloaded online, or could dance their paws off at the Bear Boogie Dance Stage under red and blue flashing lights. Weary shoppers could also rest their feet at the Log Lounge in front of a campfire or shop at the Bear Boutique for Charmin branded merchandise, while kids could play in the Timber Treehouse with a Charmin Toilet Tissue swing and slide. There were even pre-stamped postcards that visitors could send to their friends. Singer Joey Fatone kicked off the first day with “first flush” and toilet paper cutting ceremony.

The Charmin bathrooms hosted more than 300,000 people from 118 countries, who spent an average of 29 minutes each in the cabin. More than 39,000 photos were taken and 80,000 postcards were mailed. Charmin took a simple experience and made it fun and gained new loyal customers in the process.