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What do you do when you’re in the middle of tourist-laden Manhattan, you’ve had too many lattes, and need a toilet ASAP, but you’re a huge germophobe? Dance your way over to 46th and Broadway to the the Charmin toilets in Times Square!
It’s “the gift to New York from Charmin.”
The marketing is extraordinary, and the ‘experience’ is one of the most exceptional brand-engagement campaigns in all of NYC. From the moment of entry, patrons are greeted by happy smiles and are serenaded by the happy melodies of the now-famous Charmin song. The red and blue bears known to represent the “soft” and “strong” qualities of the toilet paper are drawn on the walls, illustrated on postcards, t shirts, boxers and other souvenirs, and there are stuffed bears on sleds to pose with.
Tourists line up to pose with the TP icons (who does that?) after their Charmin experience in the public washrooms. A huge staff works around the clock sanitizing the 20 toilets after each use. That’s right. You pee, they run in, clean, and the next person gets the only guaranteed clean seat in Times Square. These toilets are probably cleaner than your own home!
It’s been around for just over a year, but still, it’s an extraordinary marketing tool nonetheless. Not very eco-friendly, but it’s clearly been financially worth it for Charmin to continue.
Clearly, I was charmed.