American Standard wanted to create a fun brand splash to lighten the mood in a year that we all wanted to put “behind” us: enter #FLUSH2020. BML created + commissioned a nationwide survey uncovering what Americans wished they could flush down the toilet from 2020.
The team produced 4,500 toilet paper rolls featuring phrases like “new normal” and “you’re on mute” to canceled vacations, murder hornets and drive-by birthday parties—mailed to national and top-tier outlets.
The campaign also consisted of a consumer giveaway, driving traffic to American Standard’s social channels and yielded 76,000+ votes and a microsite that captured 30,000+ entries.
The multi-faceted campaign garnered message-rich earned media nationally and in top DMAs across North America, including coverage within TODAY, USAToday.com, Yahoo Finance, MSN.com.