2017 Winner


Cashmere Now Streaming

Maxus (now Wavemaker)

BronzeConnection Strategy

The average adult goes to the restroom six to eight times a day. Whether at work or in a public place – there is a phenomenon that happens when your body freezes up and refuses to release.

It’s called “shy bladder” and it happens to nearly two million consumers who can’t go when they need to. The reason? Because public bathrooms are simply too quiet.

Cashmere and its agency Maxus saw this condition as a way to help those who can’t go when they need to – and leverage this insight to create a positive brand experience outside the usual “softness” benefits portrayed by competitors in the bathroom tissue category.

The strategy focused on targeting that critical moment of anxiety when “shy bladder” hits, with the brand installing a device in bathrooms that live-streamed music to (essentially) cover up people’s streams.

The team created a network of interactive units that were placed within targeted public female bathroom environments where “shy bladder” was most likely to occur, specifically office towers and urban, upscale restaurants. It then made the “Now Streaming by Cashmere” playlist available online for anyone on the go.

Initial home scan readings showed an immediate positive impact on sales. After only two months, the installations were used over 2.17 million times – creating an incredible 38,500 daily Cashmere branded bathroom tissue experiences across offices and restaurants and exceeding reach estimates by nearly 20%.

And with nearly 10 million impressions delivered across this campaign, the brand has helped more than 65% of Canadian “shy bladder” sufferers by creating a positive bathroom experience so they can go, whenever they need to.

Brand: Kruger Products (Cashmere)
Corporate VP, marketing: Nancy Marcus
Corporate director, bathroom tissue: Stephen Blythe
Marketing manager, bathroom tissue: Kim Lichtman
Agency: Maxus
Group director: Tim Davies
Senior planner: Jason Black
Creative agency: john st.
Partner/ECD: Angus Tucker, Stephen Jurisic
CD: Niall Kelly
AD: Kara Wark
Copywriter: Ryan Kukec
Client service director: Heather Crawley
Account director: Tamara Staines
Account supervisor: Lauren Aitchison
Account executive: Jaclyn Cooper
Account coordinator: Claudia Buckler
Strategic planner: Fanny Rabinovitch-Kuzmicki
Partner/strategy planning director: Emily Bain
Executive producer: Aimee DeParolis
Producer: Ingrid Chartier, Lauren Sloan, Raquel Rose
Integrated producer: Neal Owusu
Production: 172 Productions
Executive producer: Cynthia Verona
Director/ Editor/DP: Patrick Tomasso
Line Producer: Ben Robinson
Audio: David Dunlap

Have questions? Need help?
Contact Rowan Traynor at 1-416-408-2300 x213 or rtraynor@brunico.com.