Campaign Overview
How do you get the UK’s number one toilet paper for cushiony softness into people’s hands? Create the world’s first flushable magazine. Meet Porcelain, a 30-page publication written and edited by Cushelle mascot Kenny the Koala, bringing the brand’s Selfishly Soft platform to life through laughs, features and editorial content.
But unlike every other magazine, Porcelain was printed on Cushelle’s softest-ever toilet tissue, designed to be read, torn, used and flushed. A product demo disguised as entertainment. And a media channel that ended exactly where it was always destined to.
Made entirely from sustainably sourced toilet paper, the limited‑edition magazine is part of a print and PR activation which responds to new research highlighting that nearly three‑quarters (74%) of Brits regularly retreat to the toilet for a few minutes of ‘me time’. Treating the loo as one of the few places where interruptions are off‑limits is especially true for those from busy households, with around a third of parents and a quarter of partners admitting they regularly escape to the toilet to get a moment to themselves.
Results
286 Pieces of coverage
8.8 Million Brits heard of it
+ 58% increase in purchase intent
