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TLC has engineered an innovative and pioneering media channel called Cubicle Wraps, a first ever in South Africa, with the initial campaign already yielding rapid success in Johannesburg, Cape Town, Pretoria and Durban.

Based on a brief given to Mindshare by Baby Soft® to reach upper LSM female consumers aged 25 – 49, the media agency engaged TLC to be the first to combine its innovative branded Cubicle Wraps in female restrooms across the Ster-Kinekor Cinema Nouveau group, in conjunction with a standard washroom frame campaign in high reach shopping malls and niche Planet Fitness gym environments.

The Cubicle Wrap involves branding the front door and back wall inside the cubicle, creating a holistic and engaging environment. Baby Soft® 3 ply’s clever creative says “Enter our world of Luxury” on the front door with the creative extended to the back wall of the cubicle, creating the appearance of a “throne” flanked by beautiful curtains which was an extension of the “Enhance your Throne” campaign.

To extend the washroom concept, Kimberly-Clark supplied free Baby Soft® 3 ply toilet paper to Cinema Nouveaus and Planet Fitness Gyms for the full two month campaign period, giving consumers access to the product in a brand dominated space.

“The response has been outstanding. Consumers have been massively surprised and delighted by the colourful creative and high quality toilet paper. We believe that this new channel definitely has award winning potential and is creating great talkability,” says Lee Curtis, TLC’s National Sales Manager.