American Standard Invites Everyone to Literally #Flush2020
The year 2020 was certainly one for the toilet. As such, kitchen and bath icon, American Standard, wanted to create a fun brand splash to lighten the mood in a year that we wanted to put “behind” us. Enter #FLUSH2020.
As PR agency of record, BMLPR commissioned a nationwide survey to uncover what Americans wished they could flush down the toilet from 2020. The brand then transformed the results into more than 4,500 customized toilet paper rolls featuring some of the year’s biggest frustrations – from phrases like “new normal” and “you’re on mute” to canceled vacations, murder hornets and drive-by birthday parties.
The PR efforts helped steer traffic to a Flush 2020 microsite, which captured more than 30,000 giveaway entries to help consumers officially #Flush2020. The customized toilet paper was given away to select flush-happy consumers and mailed to editors of national and top-tier outlets. An aggressive, proactive media relations push garnered message-rich earned media results nationally and in top DMAs across the US and Canada, with coverage highlights including TODAY, USAToday.com, Yahoo! Finance, MSN.com and many more – supplementing social support and helping to drive giveaway entries.
If you’re looking for creative ideas to help swirl up press and social media buzz, give BMLPR a call!