Procter & Gamble-owned toilet paper brand Charmin offered New Yorkers their own private and personal toilet facilities last week, with the launch of Charmin Van-GO, the first-ever on-demand mobile bathroom service.
With US actor Anthony Anderson, star of popular sit-com black-ish, onboard, the Charmin Van-GO will travel through some of NYC’s busiest neighborhoods to bring bathrooms to those in need, while surprising and delighting people with bathroom humour along the route.
New Yorkers in select NYC neighbourhoods were invited to go online to CharminVanGo.com and follow simple directions to request a visit from the Charmin Van-GO. With just a few clicks, they could ask for a totally private and super clean bathroom to visit the location they requested. They could also download electronic coupons for money-off their next purchase of Charmin.
The experiential marketing activation was piloted on June 21 and June 22
“At Charmin, we’re always looking to bring people the best bathroom experience, both at home with our tissue and in new and unexpected ways,” said Janette Yauch, Associate Brand Director, Charmin. “With the Charmin Van-GO, we are providing one of the largest, most-trafficked cities in the world a new way to Enjoy the Go… on the go.”
The on-demand bathroom service was available from 8.00 a.m. to 5.00 p.m., Eastern Daylight Time in New York City neighbourhoods including: Columbus Circle, Lincoln Center, Herald Square, Rockefeller Plaza, Bryant Park, Union Square and the High Line Elevated Park.
Charmin was launched in 1928 by the Hoberg Paper Company of Wisconsin. Hoberg changed its name to Charmin Paper Company in 1950 before bought by P&G in 1957. P&G sold the rights to the brand in Europe to SCA in 2008 and SCA changed the name to Cushelle.