Brand: Quilted Northern
Lead agency: Droga5
Category: Single-Retailer Program: Other
Quilted Northern® and Amazon's growth in the toilet paper category was challenged by entrenched shopper behaviors: buying on deals and in brick-and-mortar stores.
Together, Quilted Northern® and Amazon Subscribe & Save make buying and using toilet paper utterly forgettable—which is a good thing.
Bringing the Idea to Life
On National Toilet Paper Day, we launched a one-day promotion that encouraged Quilted Northern and Amazon shoppers to make buying and using toilet paper utterly forgettable.
A record-breaking amount of toilet paper was shipped, a substantial pipeline of online subscribers built and, for Amazon, a memorable step toward changing the way people shop for basic household staples was made.