Cushelle Creates World's First Flushable Magazine Printed on Toilet Paper
By
The CB Team
Properly proved. Has structure, has flavour, has a point.
Summary
Cushelle, in collaboration with Publicis London, has created 'Porcelain' - the world's first magazine printed entirely on toilet paper using skin-safe ink. The limited-edition publication is designed to be read in the bathroom and then flushed, addressing research showing that nearly three-quarters of Brits retreat to the bathroom for moments of peace. The campaign combines product sampling with light-hearted bathroom reading, offering a more hygienic alternative to using phones in the bathroom.
Key quotes
· 3 pulledPublicis London and Cushelle have unveiled Porcelain, a limited-edition magazine printed on toilet paper that you can happily read on the loo before putting it down the pan.
More hygienic than looking at your phone, the idea stems from research showing that nearly three-quarters of Brits regularly retreat to the bathroom for a few minutes of peace.
With one in six people saying reading is a key activity, 'Porcelain' is printed entirely on loo roll with skin-safe ink, turning product sampling into light-hearted bathroom reading for a new campaign.
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