For some reason, I have taken note of some recent TV commercials, advertising, of all things, toilet paper. It is probably one of the least glamorous products to try to advertise. As important as it is to all of us, it is not easy to discuss.
Here is one that caught my eye last week.
The history of television advertising is full of famous and effective positioning statements.
“You deserve a break today.”
“When it absolutely, positively needs to be there in the morning.”
“The real thing.”
“Tastes better. Less filling.”
So where does this implied slogan fit in?
“Our toilet paper won’t stick to your ass!”
And here is a trend that I missed out on completely. Apparently, there legions of people who consider a roll of toilet paper unsightly.
I know it doesn’t look very good on a tree in your front yard, but on a roll in your bathroom? It would have never occurred to me. Maybe that’s why I’m not making the big bucks in the TP industry.