The Drum Awards for Marketing - Extended Deadline

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By Minda Smiley, Reporter

September 1, 2016 | 2 min read

With all the buzz from National Dog Day and Women’s Equality Day last Friday, it’s not exactly surprising that people weren’t celebrating a third August 26 “holiday” – National Toilet Paper Day.

Rather than trying to convince people that toilet paper is a thing worth celebrating, Quilted Northern instead decided to have a little fun with the holiday by pointing out just how ridiculous it is in a video called ‘A Most Forgettable Holiday.’ Created by Droga5, the film points out that on National Toilet Paper Day, “there are no gifts, no parades, no jolly people in suits, and no one gets this day off work.”

The campaign plays into Quilted Northern’s “Designed to be Forgotten” tagline, which was unveiled last year and is based off of the insight that “the best bathroom trips are the ones we don’t remember.”

With the lack of parades and gifts, the brand decided to honor the holiday by partnering with Amazon to give people a discount on toilet paper, giving shoppers up to 45 percent off online.

To promote the sale, Quilted Northern created mini pop-up stores in New York City and Seattle on August 26 (see below), which can also be viewed in a 360-degree online tour.

Quilted Northern
Quilted Northern
Quilted Northern
Droga5 Advertising

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