Charmin is a toilet paper brand operated under the Procter & Gamble family.

Audience: B2C

Industry: Manufacturing

Type: Superhero

Campaign Title: Sit or Squat

https://www.charmin.com/en-us/about-us/sitorsquat

What It Is

When companies create an app, it's usually dedicated to using their services - not deciding whether to sit or squat. We're not talking about exercise here either. The toilet paper brand Charmin created an app for its customers to rate clean (or not so clean) places to go to the bathroom - like a Waze for public toilets.

Although it's not actively being developed anymore, the ingenious idea received accolades from Parenting Magazine and earned over 100,000 downloads on Google Play store alone. The idea behind it is simple: which toilets can you sit in, and which might you have to squat to finish your business? It became invaluable to families with young children.  

 

Charmin's Sit or Squat app is a great idea of how a brand can branch out in its content creation without leaving its territory. 

 

Why We Like It

Talk about thinking outside of the box. Charmin built an app that had more of a function than just being an advertisement for its customers and people loved it. The superhero asset earned the company widespread praise, and it more than likely didn't take many resources to put together.

How We’d Add To It

Charmin's Sit or Squat app has all but been forgotten about by the developer at this point, resulting in falling review scores and comments from unamused users. The app is already built - why not continue to tweak it and support its users? We're betting that the only thing that will come out of it will be happy reviewers who are more likely to return the favour when shopping for toilet paper.

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