Quilted Northern Designed to be Forgotten

The best bathroom trips are the ones we don’t remember. This was the driving insight behind our launch campaign for Quilted Northern—a toilet paper that works so well, you can completely forget what you just did in there. Unfortunately for the many objects that eek out their lives inside our bathrooms—the cute ceramic figurines, the adorable bath toys and the revered relatives stuck inside framed old photos—they see everything, yet forget nothing. While we can flush and forget, they can never escape the atrocities we subject them to every day.