I say "do stuff" because the topic at hand is hardly dinner-table appropriate, but here goes: toilet paper. Or actually, toilet wipes. The New York Times published an
article Monday about how the makers of toilet wipes—those moist, flushable things that have been popping up recently on TV spots—have been revamping their advertising to, effectively, re-potty train America.
About 25 percent of families purchase wipes, according to The Times, although the majority of these are only occasional users. But avertisers are hoping to teach Americans to use wipes every time, either with toilet paper or all by their lonesome (currently, about one percent of wipes buyers use wipes alone... how 'bout that).
But, is this a losing battle?
Toilet paper commercials have a long tradition of tip-toeing around the issue at hand—we see fluffy clouds and cartoon bears, and almost forget we're talking about bathroom activities. But The Times argues that advertisers' increasingly frank commercials ("If you have an erection lasting more than four hours, seek medical help immediately...") have paved the way for brands like Cottonelle and Charmin to address the issue head on.
The Times mentioned two ads in particular. First, Cottonelle's most recent talking-dog spot, where the spokesmutt implores ask that you treat your "tush" to the same tenderness you provide your face, hands, etc. Charmin has taken things a step further—their website (and YouTube) now offers an instructional
video of an actor using a wipe to clean toothpaste from his hand. Let's not think about what the toothpaste represents.
All of this is kind of funny, but I think it raises some important questions about how TMI we want our ads to be, and, more importantly, whether advertisers can change Americans' bathroom habits. I suppose anything's possible—they got me to switch to DVDs and cable Internet, maybe toilet wipes are but another upgrade.
Do you think Cottonelle and Charmin are running successful campaigns? Can advertisers change the way we do... stuff?
Comments (4)
i like to read your blogs so much i ve been viewing them
Aside from the TP subject, I think that advertising in itself will always push the envelope and be manipulating. As long as the public will swallow it, they will use whatever mechanisms at hand in order to sell something.
I'd get more into this, but I have to go. The advertising thing caught my attention, though. (And not that I'm totally anti-...stuff...I just realize that the majority of society does not regard advertisements with little if any skepticism.)
I think inertia has taken hold in my bathroom. I found something comfortable, and I am sticking to it... Unless they win over schools, this is definitely a losing battle.
definitely possible that advertising can change our views. advertisers basically tell us what we want and don't want; what's hot and what's not. i wouldn't be surprised if within the next decade everyone uses these wipes! i'm not saying advertising is bad (i love advertising). i'm only pointing out that they help social change (like mentioned - upgrading to DVDs or switching to cable).