• by Joe Mandese  @mp_joemandese, September 23, 2017

News that a “Mad Pooper” was on the run, defecating on the streets of a neighborhood in Colorado Springs, Colo., elicited a sh*t-storm on Twitter. Where some saw outrage or a comical meme, the social media team for Procter & Gamble’s Charmin brand saw an opportunity. 

Tweeting an offer of a lifetime supply of toilet paper if she turns herself in, Charmin leaned in as only its brand positioning could.

“We’ll do what it takes to wipe away this messy situation,” the brand’s social media continued in response to positive replies from Twitter followers.

“We do whatever it takes to be #1 when it comes to #2 (smiley face with sunglasses emoticon)."