PR Stunt: Quilted Northern Ultra

Case Study: Quilted Northern Ultra Times Square Experience

Objective:

• Generate awareness and ultimate trial of Quilted Northern's new "Softest Ever" toilet tissue
• Garner national media coverage and gain PR impressions for the launch
• Target women ages 24-54

Strategy:

• Quilted Northern took over Times Square and designated 2004 as the year of the softest Quilted Northern bath tissue ever
• Dick Clark dropped a giant roll of Quilted Northern from 30 feet in the heart of Manhattan (Times Square, New Year's Eve Central)
• Executed an experiential effort to supplement the Times Square event with street teams distributing 4-packs of bath tissue to drive the message that Quilted Northern tissue is now the "Softest Ever"
• Street teams drove consumers into Duffy Square to watch Dick Clark give new meaning to Rock and "Roll"

Results

• Distributed 2,400 4-packs of QN to consumers
• Primary impressions: 6,000
• Secondary impressions: 187,500