Charmin Targets College Students With 'Roommate Trials' Campaign
Procter & Gamble’s Charmin brand encouraged consumers heading back to college to take a light-hearted approach to managing their living spaces this year, especially when it comes to the bathroom, with a solution that will help them stock up on toilet paper supplies.
Through its “Roommate Trials” campaign, the brand is promoting its Charmin Forever Roll while engaging younger consumers by putting common bathroom disputes, such as failing to replace toilet paper, on "trial."
Launched on the brand’s Instagram and TikTok accounts, Charmin’s effort opened the floor to roommates everywhere so their bathroom disputes can finally get their day in “court.” From empty rolls and repeat offenders to chronic non-restockers, user-submitted cases were heard and given a verdict by Charmin and its relatable “judge.”
“We’re always looking for ways to make the bathroom experience better, especially in moments when it matters most — like shared living,” Alex Perez, Charmin brand vice president, said in a media release. “And while we can’t solve all roommate issues, we can improve the bathroom-related ones.”
The company chose to target college students because the product is ideal for dorms, apartments and shared bathrooms, and the campaign reinforces to shoppers the messaging that it delivers long-lasting value for those shopping for back-to-school essentials.
“The Charmin Forever Roll is made of the same irresistibly soft two-ply toilet paper people love and it was specifically designed to be shared,” Perez added. “Its longer-lasting design helps keep bathrooms stocked, so roommates can spend less time debating whose turn it is to replace the roll and more time enjoying the go.”
The Charmin Forever Roll is available at select retailers and on sale for up to $10 off at Walmart, Target or Amazon for a limited time. This product comes with a 30-day money-back guarantee, giving consumers the chance to try it with nothing to lose but the hassle of changing the roll.
The Charmin Forever Roll is the brand’s biggest roll ever, with 1,700 sheets and its own stainless-steel roll holder. It is built to last up to one month before needing to change rolls, based on usage habits of a two-person household.
