• by Vanessa Voltolina , March 29, 2007

Promotional agency TvPromo inter- national has wrapped itself around Charmin Ultra's new toilet-tissue campaign, taking a grass-roots approach to bringing the brand message of softness and absorbency to Los Angeles consumers, with a focus on Hispanics.

"Let's face it - there aren't a lot of environments where a bathroom tissue message is relevant," said Dennis Legault, brand manager for Charmin.

After a successful 2006 debut in public restrooms at Times Square, the P&G Charmin brand is launching a series of promotions, including walking billboards and interactive women's restroom dispensers that contrast Charmin with a generic brand.

To target the Hispanic market, TvPromo is executing these campaigns in densely populated recreational areas, at malls and special events. Like the Pepsi and Altoids challenges, TvPromo wants consumers to see for themselves why brand matters when it comes to toilet paper.