Georgia-Pacific Challenges the "Bathroom Conversation" with New Campaign

Georgia-Pacific, Atlanta, Ga., USA, reports that it "is looking to change the bathroom conversation" with the launch of its new Quilted Northern Soft & Strong, which its adds "is now 50% stronger when wet." The brand is launching a new campaign asking consumers to have a straight conversation about their bathroom experience and what it means to have a "confident clean."

According to G-P, the new integrated marketing campaign will reach out to the Quilted Northern Soft & Strong audience "where they live, work, and play – a way to make the ‘taboo’ bathroom conversations talkable." The campaign features television, print, quick response mobile technology, social media (Facebook, YouTube, Twitter), and in-store and promotional events to reach the brand’s audience. All of the campaign elements will ask consumers to talk about ways to share their bathroom experience, overcome adult inhibitions about bathroom talk, and enjoy laughable moments, like getting tissue stuck to the bottom of your shoe.

"Given express permission by our consumers, we are changing the discussion about the toilet paper product category," said Patrick Davis, senior marketing director, Quilted Northern. "The new campaign will connect with our audience and drive the dialogue about the importance of clean. As consumers try our new Quilted Northern Soft & Strong, they can talk about its improved reliability and other desirable qualities. We’ll listen, which will help make our toilet tissue even better in the future."

In preparation for the campaign, G-P explains that the brand team spent two years listening to thousands of comments and suggestions about its products. "Flush with insights from those conversations, the brand created a new discussion about toilet tissue, one that is shaped by consumers. Georgia-Pacific learned that Quilted Northern consumers are straightforward when it comes to toilet paper. They want confident cleaning that is not rolled up in roundabout bathroom talk but instead expressed in direct language."