Who Is Winning the Toilet Paper Wars?
Once abundant, toilet paper is now a scarce commodity and a symbol of the COVID-19 crisis.
This new, high-demand household staple has caused people to go into panic buying. Nielsen report that sales are up 120% when compared to the same time last year.
So what should a toilet paper brand do during this crisis? One, Charmin is sticking with it’s animated bears and its “I’m Charmin clean” commercials. The second big toilet paper maker, Cottonelle is showing that brand is bigger than just sales.
Cottonelle is discouraging toilet paper hoarding in new 30-second commercials that will run through April. It’s hashtag for the campaign is #ShareASquare. Cottonelle is also teaming up with the United Way Worldwide COVID-19 Community Response and Recovery Fund.
As you watch TV or see an ad searching or OTT in streaming video, watch for those who know that the world just changed like it did on 9-11. Video is all about connecting with people on an emotional level. Ignoring what has happened seems like you run the risk of alienating stakeholder and opening yourself to competition from stronger messaging.
You may be “Charmin clean” today, but Cottonelle is cleaning up in the emotional branding category.