A lesson in sensitivity.

There are some products that, by their nature, walk a thin line in advertising between being effective in reminding people why one brand is superior to another and being simply uncomfortable to watch. These sensitive 30-second spots often revolve around the bathroom, a place where most people would rather not spend any more time than necessary. Consumers often wonder why TV ads for products like toilet paper are even needed at all, do we really need blatant reminders for such an obvious necessity? Well, no. We really don’t. But toilet paper manufacturers aren’t like the Dairy Farmers or Cotton Growers of America who sell a commodity with little brand variation. There are actually distinctions between different companies’ offerings that make each product unique. And while we all wish to get out of the toilet paper aisle as quickly as possible, every producer wants us to think of their brand as we hustle through that section of the store. 

The desire to dominate this top-of-mind consumer response and land the toilet paper sale is what drives Charmin and Angel Soft to spend millions of dollars on TV advertisements. One, in my mind, does a very effective job. The other...well...not so much. 

I may be a bit biased in this critique because, to me, there is only one viable brand when it comes to toilet paper. Angel Soft. All the way. Before their current “soft. but not too soft” campaign, I would have gone down the aisle and, subconsciously, done the same evaluation in my head. That’s really what everyone does when shopping for toilet paper-- they debate number of plys and level of softness. The Angel Soft advertisers did their research and, surprisingly, found the discriminating factor that is the brand’s core competency in the toilet paper market. The best slogans are ones that summarize what a consumer thinks while they are shopping, but was previously unable to vocalize. Bingo. “The ideal balance of softness and strength.” In their most recent ad, Angel Soft was able to translate their slogan’s concept into a very effective visual representation of the two fear extremes in toilet paper buying--the frighteningly rough and the sickeningly soft.

Then there are the brands that make watching an ad for necessity products really uncomfortable...and a little bit creepy. I really don’t know who thought having unpleasantly colored cartoon bears sell toilet paper was a good idea, but Charmin seems to be running with it. The current ads focus on the universal consumer distaste for “linty” toilet papers, a characteristic which is gross enough to think about without having to see literal lint spots all over a bear’s behind. Not to mention the disturbing idea of a kid having to pass momma bear's "inspection." Ugh, makes me shudder. Ironically, Charmin is the first brand I think of when I think of linty-ness or, as Angel Soft would put it, being “too soft.” Perhaps this perception of mine comes from experience, but it is also possible that Charmin walked right into the advertiser’s worst nightmare--when an image you created to be the unwanted situation your product solves (lint on a bear’s butt) becomes the image consumers associate with your brand. Gross.