Charmin Marketing Strategies Essay

2540 Words Mar 27th, 2011 11 Pages
Reinventing Toilet Paper
Charmin’s Marketing Strategies
Reinventing Toilet Paper Marketing media have changed dramatically in the last five years forcing advertisers to look for alternatives to the more traditional forums of television, radio and print ads (Ryasam, 2007). Charmin is working on several different marketing strategies in an attempt to find that niche. “Procter and Gamble will spend an estimated $83 million in 2007 to drive awareness and sales of their Charmin toilet paper, in what is being called the largest restaging of a product in the company’s 79 year history” (Facenda, 2007, p.1). Marketing strategies include redefining Charmin toilet paper as a relevant product to their target demographic consumer group,
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In 2006, Charmin made the decision to extend its hospitality campaign by using the 2000 experimental Potty Palooza on a much larger scale, but the purpose of the campaign remained the same as it did in 2000. In addition to the traditional older customer, Charmin wants to create strategies to involve young adults and teenagers with their toilet paper. With this in mind, P&G combined the Potty Palooza marketing campaign with a developing project idea they refer to as a “media-neutral idea” in which the same campaign can be used in several different venues and relate to all age groups (Ryasam, 2007). With this media-neutral idea in mind, the animated and colorful Charmin bears were born. Over the past eight years they have evolved into a family that is part of all the Charmin advertising (Charmin FAQ, n.d.). Using these two marketing strategies together, Charmin launched the first Time Square Potty Palooza campaign in 2006 in an effort to reinvent the way consumers thought about toilet paper. This Time Square event was the main idea behind the Potty Palooza from the start, but the company first needed to test the project before spending millions of dollars on one advertising campaign (Janes, n.d.). The objective of this restaging idea was not to build sales or promote a new product, but to take the commodity out of toilet paper and bring the brand to life.
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