P&G PROMOTES CHARMIN NAME CHANGE
By Adnews Staff
Procter & Gamble has begun a 12-week national campaign called "Famous Name Change" to inform consumers that Royale bathroom tissue has been renamed Charmin. The campaign, created by Azimuth Marketing, is running on NewAd's network of poster faces in bars, restaurants and health clubs. The campaign targets women only, considered by the agency to be the primary household purchasers of bathroom tissue. "It was vital, given Royale's market position, that their consumer base know that the product hasn't changed, just the name," said Azimuth's Rebecca Wade. "We wanted to make it fun and engaging. Washroom advertising was a natural fit since you have a captive audience and toilet paper becomes relevant as people sit and read the ads." Six English-language and six French-language executions encourage viewers to guess the birth names of various celebrities.