In partnership with interior designer Jonathan Adler, Cottonelle launched its "Respect the Roll" campaign at a media event at the Gardiner Museum on January 17. Attended by about 10 lifestyle and design journalists, the event featured a Q&A session with Adler on Skype and showcased the colourful toilet paper covers that he designed for Cottonelle.
“Just because it's toilet paper doesn’t mean that it can’t be fun,” said Linsey Flannery, vice president of Ketchum Public Relations, the company that organized the event for Cottonelle.
Rather than fly Adler to Toronto, Flannery opted to cut costs and have him call in via the Web-based video conferencing platform. “We could make more of the event if it was done that way,” Flannery said. “We still got the benefit of people interacting with him. We used some of the programming budget to create the vignettes and create some of the atmosphere.” During the live call, Adler discussed his inspiration and partnership with Cottonelle, and answered guests’ questions.
Christine Roberts, prop stylist at Judy Inc., styled the event and created three bathroom vignettes, each inspired by one of Adler’s colourful roll covers. In line with the new product, mismatched white chairs and colourful pillows and end tables kept the styling playful.
Guests were served a light lunch, and each received a copy of Adler’s book, Happy Chic Colors.
