Angel Soft Toilet Paper is making its Super Bowl debut with a spot just before the half time show, encouraging viewers to take a break and hit the bathroom before the entertainment begins.<\/p>\n\n\n\n
\u201cWe didn’t start this by saying we wanted to do a Super Bowl ad,\u201d said Laura Knebusch, senior vice president, CPG Marketing and CX at Georgia-Pacific. \u201cWe started with the idea for to make the brand more part of culture and make Angel, our brand mascot, more iconic. The idea stemmed from this concept of \u2018potty-tunities\u2019 and the fact that things are getting longer \u2013 concerts, movies, sports events \u2013 and everyone’s bladders are not getting any bigger.\u201d<\/p>\n\n\n\n
Ninety-two percent of people are not going to the bathroom at a sporting event because they don’t want to miss out and almost a third of people actually plan out when they go to the bathroom during an event.<\/p>\n\n\n\n
\u201cThere’s actually a real consumer tension around whether to go or not,\u201d said Knebusch. \u201cWe picked this up first through social listening and consumer conversation. Then we validated it through quantitative research, which gave us key facts to understand that this is a true pain point. Once we identified that as a space where Angel Soft could play a role, the Super Bowl became the ultimate place to talk about it. It\u2019s the biggest scenario where you don\u2019t want to miss the game, the commercials or the halftime show. It felt like the perfect opportunity to introduce “potty-tunities” and bring it to life.\u201d<\/p>\n\n\n\n