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Charmin Puts its Money Where its Butt Is: SitorSquat

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Charmin SitorSquatBrand: Charmin
Execution: Online, iPhone Applicantion
Target: Mobile Bottoms
Rating: ****
Reviewer: David Vinjamuri

Description:
Following its longstanding theme of using experiential marketing to help people find good toilets, Procter & Gamble brand Charmin has introduced a website and iPhone application that allows users to locate a free toilet anywhere in the world using Google Maps.  The application is GPS-enabled on the iPhone 3G.

What Works:
A simple, brilliant application that may be the best brand-sponsored widget ever created.  Procter & Gamble solves a real-world problem by cataloging the world’s free toilets and connecting this information to Google Maps which is already the preferred location application on the iPhone.

What Doesn’t:
Reports have not yet come in to assess the accuracy of the Charmin toilet database.  If the information is not kept accurate and up-to-date this little iPhone application could become a big pain in P&G’s behind.

Branding Bottom Line:
Charmin mapping the world’s free toilets is probably more useful than NASA charting the lunar surface.


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