“Best Use of Bodily Functions” – Time
“The brand strategy here is spot on” – Fast Company
Angel Soft’s “Potty-tunity” campaign revolved around a subversive media strategy. On Super Bowl Sunday, instead of fighting for attention like every other brand, Angel Soft gave it up to start a national conversation around a universal problem: going to the bathroom during live events causes major FOMO.
We solved it in an unexpected way: we told 120+ million viewers NOT to watch our $8M commercial and take a bathroom break instead, making it the first Super Bowl ad that was designed to be missed.
The announcement was instantly newsworthy, generating over 2B+ impressions even before Game Day and turning a paid media moment into an earned media opportunity with far greater returns.
The campaign ultimately garnered a total of 5.4 billion earned impressions, a 4.4% growth in sales (3x higher than category sales growth), a 2836% lift in brand mentions, and a 91% bump in Amazon sales rank.