Mayflower: Art of Absorption

With this campaign, Mayflower broke with convention and got attention via a live event that demonstrated the toilet paper brand in an imaginative way.

Mayflower: Art of Absorption

Campaign details

Brand Owner: MayflowerAgency: Publicis ShanghaiBrand: MayflowerCountry: ChinaIndustry: Household & DomesticChannels Used: Live Event, PR, viral, word-of-mouth

Executive Summary

A late entry into a category whose ads tended to focus on product benefits, Mayflower broke with convention and got attention via a live event that demonstrated the toilet paper brand in an imaginative way. A calligrapher painted directly onto rolls of the toilet paper, an event that achieved mass PR coverage – and even influenced Mayflower's packaging.

Campaign background

Mayflower, a toilet paper brand...

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