CUSHELLE PORCELAIN MAGAZINE

CONTEXT Cushelle is a luxurious UK toilet paper brand. It's a little pricey because it's so soft. This poses a challenge when people tend to buy the cheapest. But we discovered, as soon as people touch Cushelle, they love it. In fact 49% of people who try Cushelle progress to regular usage. So how do you get people to touch your toilet paper? You create a world first in toilet paper sampling. MAGAZINE Porcelain is the first magazine printed entirely on tollet paper. 30 pages of funny, entertaining content, edited by our beloved brand mascot, Kenny The Koala, featuring everything from book reviews to parody adverts to profile pieces, horoscopes and interviews. The magazine was printed on 3-ply quilted Cushelle toilet paper in skin-safe flushable ink. It was hand-perforated and hand-bound, with the quilted back side of every page left blank for optimal wiping experience. When you finish a page, simply tear it out and sample the softness. While written and designed to make readers laugh, transferring toilet tissue production techniques into publishing was no joke. We reached out to 50 printers and binders. Only 1 said yes. Ittook 4 weeks of skin-safe ink testing (no koalas were harmed) and 12 rounds of prototypes. 18,000 pages were hand perforated to get the page tear just right. The finished result was a magazine that felt as premium as the toilet paper it was printed on, with carefully crafted art and copy designed to keep it in readers’ hands for as long as possible. Copies of Porcelain were sent to toilet influencers (yes, that’s a real thing) who posted about it on their channels, with exclusive giveaways for their followers. Selfishly Soft “A STROKE OF GENIUS!” OK! “SOMEONE HAD A LOT OF FUN MAKING THIS AND IT SHOWS, IT’S VERY WELL EXECUTED.” Its Nice That “BRILLIANT CULTURAL INSIGHT” Dailyc Mail