Marketing Genius for Toilet Paper

Procter and Gamble Marketing Genius

Taking an old product and remarketing for 2020

P&G (Procter and Gamble) are no strangers to brands and clever marketing.  In fact, that is what they are: a brands business that specializes in the health and hygiene industry, with a portfolio that includes iconic brands such as Pampers, Head & Shoulders, Gillette and Crest Toothpaste.  They also created the iconic global brand Pringles selling the brand to Kellogs in 2012 for somewhere north of £2Billion before focusing on hygiene and health.

They own a lot of brands and this includes Charmin, the luxury toilet tissue.  So I doff my cap to P&G who have launched Charmin ‘Forever Roll’.  Marketed as ‘Toilet Paper for the Millennials’, it has been pitched as over one month’s supply in one roll.

Who are Millennials?

Just in case you aren’t clear on what constitutes a ‘Millennial’ it is a person who reached adulthood in the early 21st century and covers the generation of people born between 1980 and 2000.  Why pick on this demographic?  This report from Hootsuite might help explain but if you don’t have time to read it all here are some highlights:

  • Apparently Millennials are focused on saving. They generally have less income than their parents did at the same age but higher expenditure.  So, anything that helps ‘save’ will appeal to their sensibilities
  • Millennials are concerned with health and the environment. A product that ticks environmental issues will tick their product purchasing decisions

Taking just these two characteristics into consideration alone and a jumbo toilet roll represents less packaging, trips to
the supermarket and cost.

Having read the blurb and the various press reports I have to say well done to P&G.  Those of us that work in the away from home washroom sector will immediately recognize the ‘Forever Roll’ as a Jumbo or Super Jumbo toilet roll – something that has been available in the commercial market place for 20 years.

Making an established product new again

Plaudits to the marketing geniuses at P&G: you have taken a pretty unassuming and common commercial product and remarketed and injected added value by repurposing to a totally different target market.

I wish you well and may be proven wrong but I think the UK may be some way away from buying into the marketing spin.  But in these strange times of targeted social media and fake news, P&G might have hit onto a rich vein and if they do, plenty of us in the know will be quick enough to copy their initiative.  The industry is watching….