Charmin created a new medium. The :60 Charmin Bathroom Break. Instead of running a traditional commercial that pushes product benefits, Charmin encouraged people to go to the bathroom and simply enjoy the experience of using Charmin.

The :60 Charmin Bathroom Breaks were a tremendous success. Consumers appreciated the humour and good will gesture. The response was so positive in social media that Charmin will utilise them in a national program for 2013 including live events such as movies, plays and sporting events.