Charmin releases toilet paper anthem
By Derek Winkler
Procter & Gamble has begun a promotion for its Charmin brand of toilet paper. The social media campaign consists of a “toilet paper anthem” created in collaboration with Quebec musical group Valaire. The lyrics refer to the experience of being uneasy about using the bathroom in an unfamiliar situation, and the comfort of the brand’s new Charmin Ultra Soft Smooth Tear product. The release of the song is being accompanied by influencer activities.
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