COTTONELLE
INSIGHT: Office buildings and public places such as airports, concert venues, and stadiums buy the cheapest toilet paper imaginable: one ply and it’s gritty like sandpaper.
IDEA: People should carry their own toilet paper with them.
EXECUTION: Spotlight a person who goes into/leaves the bathroom at these public places, carrying their own toilet paper and looking like a genius.
POP-UP
Cottonelle will appear at the biggest events across the calendar year: opening day for major sports, a Taylor Swift concert and the airport during the holidays. Cottonelle will run a pop-up outside bathrooms and hand out portable branded toilet paper carriers stocked with one roll of Cottonelle, so guests will have the most amazing experience they’ve ever had in a public bathroom.