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All about the ‘butts’ in new P&G Charmin campaign


Selling toilet paper is a tricky proposition, but a clever campaign from Procter & Gamble looks to drive sales by leveraging the popularity of firefighters to engage with consumers via social media.

The Charmin Relief Project encourages consumers to nominate their local firehouses online or via social media for the chance to receive a year’s supply of toilet paper. Since firehouses serve as a home-away-from-home for many firefighters, Charmin wants to make sure these heroes are fully stocked with one of the most basic comforts of home: toilet paper.

“As part of the Charmin Relief Project, we’re thrilled to continue to support U.S. firefighters by providing the comforts of home in 100 firehouses across the country,” said Janette Yauch, regional assistant brand director for Charmin. “As a way to honor and show appreciation for their daily sacrifices, we hope you’ll join us by nominating a firehouse in your area in need of some Charmin relief.”

Charmin is asking consumers to help select 100 firehouses across the nation to receive a year’s supply of toilet paper. Additionally, when consumers claim a coupon on, Charmin will donate a roll to a firehouse nationwide. Consumers can visit Charmin on Facebook and Twitter for details on how to nominate a local firehouse in need. Charmin will announce the 100 firehouses in March.

In the United States, P&G offers Charmin Ultra Soft and Charmin Ultra Strong -- premium two-ply toilet paper; Charmin Basic -- a one-ply toilet paper; Charmin Sensitive -- with gentle and soothing lotion with a touch of aloe & E; and Charmin Freshmates -- flushable moist wipes.

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