GP offering coupons for its Quilted Northern Ultra Push toilet paper through its online 'stop wiping' campaign
April 24, 2014
– 'I Stopped Wiping" Pledge Earns Toilet Tissue Consumers Coupons, Cracks Smiles with Droll Online Video Series
When it comes to toilet paper, the last message consumers expect to hear is "stop wiping"—almost as absurd as credit card issuers imploring shoppers to stop swiping, mobile companies commanding subscribers to stop texting or beer makers toasting patrons who stop drinking.
But putting an end to wiping is what's behind a novel online campaign by Georgia-Pacific, the maker of the improved Quilted Northern Ultra Plush®, a push highlighted by a YouTube video series ("I am not for wiping"), a customized Facebook video, and an "I Stopped Wiping" pledge that earns consumers coupons for the premium toilet tissue.
Consumers can take the "I Stopped Wiping" pledge as well as stage Facebook "wiping interventions" on the Quilted Northern® website to earn their coupons. During the interventions, users create a shareable, custom video that incorporates both the user's and select Facebook friends' profile photos. That video is then shared with the user's Facebook friends, letting them know that they are concerned about their bottoms and urging them to stop wiping immediately.
"Brands that remain static in the moment, that cling to tried-and-true outreach and that depend on one audience demographic wither on the vine," said Kirsten Hadley, senior director, Quilted Northern® brand. "'Stop wiping' is our way of saying that toilet paper—even a premium brand like Quilted Northern Ultra Plush®—doesn't have to be a stuffy category.
"Sure, wipe your brow, wipe the table or wipe your windshield, but whatever you do, stop wiping your bottom. Wiping is barbaric. Instead, you should be pampering your bottom!"
While pampering appeals to moms who shop for their households, the stop-wiping gesture is aimed at Millennials, who appreciate content of all kinds, from highbrow to lowbrow, on social sharing sites or viral aggregators. While the Quilted Northern® brand has typically centered its outreach on its older, core buying demographic, this campaign marks the brand's first real push into Millennial marketing.
The online campaign includes an intro video, the custom Facebook integration and nine other short videos with a roll declaring that Quilted Northern Ultra Plush® is not for wiping. "I'm the wedding china for your bottom," the roll exclaims. "Do not be afraid to be fancy!"
Quilted Northern Ultra Plush®, now silkier than ever, is the only premium brand toilet tissue with three layers that hold up to give consumers a truly gentle clean. The brand very recently debuted its improved redesign and look—with a new, pillowy emboss that carries on the tradition of silky comfort. Quilted Northern Ultra Plush® is 100 percent biodegradable and both flushable and septic safe for standard sewer and septic systems.
Based in Atlanta, Georgia-Pacific and its subsidiaries are among the world's leading manufacturers and marketers of bath tissue, paper towels and napkins, tableware, paper-based packaging, office papers, cellulose, specialty fibers, nonwoven fabrics, building products and related chemicals. Our familiar consumer brands include Quilted Northern®, Angel Soft®, Brawny®, enMotion®, Sparkle®, Mardi Gras® and Vanity Fair®, as well as Dixie®. The company employs approximately 35,000 people directly, and creates nearly 130,000 jobs indirectly. For more information, visit www.gp.com.