Publicis London and Cushelle have unveiled Porcelain, a limited-edition journal printed on bathroom paper which you could fortunately learn on the john earlier than placing it down the pan.
Extra hygienic than taking a look at your telephone, the thought stems from analysis displaying that just about three-quarters of Brits often retreat to the toilet for a couple of minutes of peace. It is a behavior that runs particularly sturdy in busy households – round a 3rd of oldsters and 1 / 4 of companions admit they often lock the door simply to get a second to themselves.
With one in six folks saying studying is a key a part of that ritual, Publicis London noticed a chance to mix two lavatory necessities into one. Each web page of Porcelain is perforated, so you possibly can learn it, tear it out, use it and flush it. And the textual content is printed with skin-safe, flush-friendly ink on Cushelle’s famously comfortable paper, so your backside will not complain.
It is also a intelligent little bit of sampling. Cushelle say that when folks truly really feel the softness, they’re bought. The trick is getting it into their palms within the first place. Porcelain does that by placing the product straight in entrance of influencers and their audiences utilizing a format they’re going to truly have interaction with. Therefore, the journal, which itself runs to 30 pages of tongue-in-cheek content material, all written and “edited” by Kenny the Koala, Cushelle’s model mascot. Count on parody adverts, a crossword dubbed the ‘softword’, and loads of lavatory humour all through.
All of it sits underneath Cushelle’s ‘Selfishly Delicate’ platform, launched by Publicis London in 2024, which champions “small moments of non-public consolation”, beginning with what you attain for within the lavatory.
This newest marketing campaign rolls out throughout print, PR and social within the UK, backed by a week-long influencer push that includes creators together with Corys Worldd, Superronshits, Wilfred Webster, Lauren Raker, Dave Durkan and Loos of London.
PR company Holy Wow! put collectively bespoke pamper bins for every creator – the place’s ours? – all satin-lined and containing a duplicate of the journal alongside a scented candle, a ‘don’t disturb’ signal and a quilted velour bathroom seat cowl. A restricted run of copies may even be up for grabs by giveaways on the creators’ Instagram channels.
Manufacturing was dealt with by Bladesman, with client PR and influencer administration by Holy Wow!. “You’d assume making {a magazine} out of bathroom paper is simple. It is not,” says Noël Bunting, Chief Inventive Officer at Publicis London. “This was really a labour of affection, from the binding method to creating positive the ink was skin-safe. However it was price it, as a result of not solely is it a world-first, nevertheless it brings some light-heartedness to the sampling recreation.”
Martina Poulopati from Essity provides: “Selfishly Delicate has at all times been about giving folks permission to take pleasure in small moments for themselves. Partnering with Publicis London allowed us to push that considering additional, combining creativity with craft to create one thing completely new. Porcelain is playful and sensible, nevertheless it additionally displays the care, softness and a focus to element that outline Cushelle.”
Lastly, {a magazine} that is trustworthy about the place most studying will get performed.
