Charmin: Disruptive Mailer

Art Direction • Print Design • Word of Mouth The outside of the box poses the question “¿Ya no aguantas?,” which roughly translates in English to “Can’t stand it/hold it any longer?” When opened, it reveals, a FREE roll of the product, coupons and additional messaging about the high quality and low cost of Charmin Basic toilet paper. The pink and orange custom mailer was delivered to the doorsteps of 20,000 members of Orgullosa.com. I led the design for the mailer and the online microsite with product information and reviews. The site garnered 3,929 reviews and saw a 97% increase in posts about Charmin Basic, helping the brand build buzz with USH consumers. Winner: Silver ADDY in the Direct Marketing, 3D Mailer category