Loo roll is now behind more than half (56%) of UK household arguments each month, according to new research marking the launch of Cushelle's tubeless toilet tissue, with rows over it up 43%. Working with Cushelle's PR agency, we turned that domestic flashpoint into a broadcast PR campaign for the new cardboard-free Tubeless range, the only toilet roll with no tube, just more paper. A TV, radio and podcast presenter went on air across a radio day of interviews, talking listeners through the household rows, including the empty tubes left lying around that bug 24% of people. The campaign secured 12 items of radio coverage reaching 2.2 million listeners, including BBC Radio Solent, BBC Radio Leeds and BBC Radio Humberside.
Cushelle wanted to launch its new cardboard-free Tubeless toilet tissue range to branded toilet roll shoppers.
The message
Changing the toilet roll and throwing away the empty tube is a hassle no one needs, and Cushelle Tubeless is the only toilet roll with no tube, just more paper.
The angle
New research marking the launch of Cushelle's tubeless toilet tissue found a 43% rise in household rows over loo roll, with more than half (56%) of UK household arguments each month now about loo roll. Leaving empty tubes lying around bugged 24% of people.
On air
A TV, radio and podcast presenter
The result
12 items of coverage reaching 2.2 million, including BBC Radio Solent, BBC Radio Leeds, BBC Radio Humberside, BBC Radio Three Counties.
Planning a broadcast PR campaign?
Talk to the team about radio and TV interviews for your brand, or for your clients if you run a PR agency.
