Spreading relief with a commercial you're meant to miss!
The Angel Soft mascot, Angel, believes no one should have to choose between staying glued to the screen and taking a bathroom break. So, in partnership with Grey New York, we delivered a perfectly timed "potty-tunity" during the most can't-miss game of the year. On the biggest stage, the Angel Soft brand did the unthinkable: told people to not watch their commercial, and instead, take a bathroom break! This playful activation, designed to tell a story around the Angel Soft brand's Big Game debut and earn attention for Angel, sparked a cultural conversation around this universal bathroom dilemma. With a brilliantly crafted ad spot, our strategy was focused on capturing earned and influencer attention to truly ignite the campaign. We kicked things off during Championship Weekend with a pre-planned, on-air near-miss of kickoff from FOX Sports analyst Julian Edelman. Influencer partners chimed in with their own stories about poorly timed bathroom breaks. Our survey stats sparked live debates from news anchors about the best time to go during can't-miss events. And brand executive interviews and talent partners set the stage for Angel to show up in a strategically placed spot (our potty-tunity) right before halftime.
The Flush of Success
The stunty-telling style campaign not only turned traditional Big Game advertising on its head, but helped propel the Angel Soft business (11% increase in sales at Walmart vs. pre-period; +91% jump in sales rank on Amazon) and brand to its first Big Game campaign success. By leveraging strategic earned communications, we transformed a single commercial into a widespread cultural phenomenon, establishing a meaningful connection between Angel Soft and consumers.
