HOW CUSHELLE LAUNCHED THE WORLD’S FIRST FLUSHABLE MAGAZINE FOR THE MILLIONS OF BRITS WHO ADMIT TO HIDING IN THE LOO

CHALLENGE

In the highly competitive UK toilet tissue market, Cushelle needed to increase brand awareness and strengthen engagement with younger, social-first consumers. The brand wanted to reinforce its “Selfishly Soft” positioning while demonstrating product softness in a disruptive, memorable way that would generate national PR coverage, influencer engagement, and online conversation.

HOLY INSIGHT

New consumer research revealed that 74% of Brits regularly retreat to the bathroom for moments of “me time”, using toilet breaks to escape stress, work, parenting, and everyday pressures. Reading also emerged as a key bathroom habit, with consumers turning to books, magazines, news, and social media during their time on the loo. This cultural behaviour created the perfect opportunity to position Cushelle as the ultimate comfort companion for modern bathroom rituals.

SMALL-POWERFUL IDEAS

To capitalise on this insight, we launched Porcelain, the world’s first fully flushable magazine, as part of an integrated PR, influencer, and social media campaign. Developed in partnership with Publicis London, the limited-edition 30-page magazine was printed entirely on Cushelle toilet tissue using flush-friendly ink, allowing readers to read, tear, use, and flush each page individually.

The integrated PR and influencer campaign combined newsworthy product innovation with humour, cultural insight, and social storytelling.

The campaign included:

• National consumer and lifestyle media outreach
• Trade and marketing press coverage
• Influencer partnerships and social-first storytelling
• Bespoke PR gifting featuring luxury “bathroom pamper” boxes
• Instagram giveaways and creator collaborations
• Data-led thought leadership around British bathroom habits and self-care culture

The campaign generated widespread coverage across national, consumer and trade media while driving significant online engagement and social conversation. By transforming a simple bathroom insight into a world-first PR activation, Cushelle successfully strengthened brand relevance, amplified its “Selfishly Soft” positioning, and delivered standout visibility across digital, social, and earned media channels.