|Suggested by Richelle|
By Richelle Gaudet:
Confidence in traditional digital display advertising is quickly diminishing as consumers have become used to ignoring ads in almost a subconscious manner. Native advertising is a method of advertising that seeks to provide content in the context of a users experience, taking advantage of a media platform in the ways that consumers are actually using it. The goal is to make advertising less intrusive, increasing the likelihood that consumers pay attention or click on an ad. Recently, one of the most well known names in bathroom tissue, Charmin, has started using native advertising for the launch of their new promotional musical campaign based on the companies tagline “We all go, why not enjoy the go?”
The campaign features 30 second bathroom themed ballads, which Ripp identifies as “so well crafted, catchy, and authentically pop that many listeners are unaware that they’re enjoying an advertisement”, let alone a song about the ‘go’. The toilet tunes are taking advantage of available channels such as YouTube and iTunes radio, where a number of consumers listen to their favorite music hits. The campaign acts to create interest around a highly commoditized product reaching audiences formerly oblivious to brand loyalty for bathroom tissue.
Good advertisements must be able to break through the clutter to gain and hold attention by providing content that is interesting, useful, or entertaining. The merging of advertising and entertainment is one strategy, which can be used to create brand messages that are a part of entertainment rather then an interruption. Charmin’s creative combination of informative marketing and musical entertainment is an interesting attempt at advertising which is sure to captivate consumers and convince them to choose Charmin as their “Number 1, when they go Number 2”.
 Ratcliff, C. 2013. What is Native Advertising and why do you need it? Retrieved from: https://econsultancy.com/blog/63722-what-is-native-advertising-and-why-do-you-need-it.
 Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. 2012. Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada. 4th Canadian edition. PP. 464.
 Armstrong, G., Kotler, P., Trifts, V., Buchwitz, L. 2012. Marketing: An Introduction, Fourth Canadian Edition. Pearson Education Canada. 4th Canadian edition. PP. 465.