Campaign details

Brand: Quilted Northern
Advertiser: Georgia-Pacific
Lead agency: Droga5
Category: Single-Retailer Program: Other

Executive summary

The Challenge

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.

The Idea

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.

The Results

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.

State of the marketplace & brand's business