Brands are increasingly looking for new ways to enter the consumer’s daily life. Cushelle, a British toilet paper brand, has chosen to intervene directly in one of the most intimate spaces of everyday life: the bathroom. Thus, he has launched Porcelainwhich it presents as the world’s first disposable magazine, made entirely of toilet paper and designed to be read and used at the same moment.
Reading appears as a key component of “me time” in the bathroom for 14% of those surveyed
The activation is based on data provided by the brand itself: 74% of British people acknowledge that they take refuge in the bathroom to enjoy a few minutes of disconnection or “me time”. In homes with a high family load, this habit intensifies: about a third of parents and a quarter of couples admit to using that space as an escape route. In this context, reading appears as a key component of that “me time” for 14% of those surveyed. And the campaign turns that insight into a product, merging two everyday elements such as reading and toilet paper into a single experience.
The result is a 30-page magazine printed on sustainable toilet paper, with skin-friendly ink and designed to be fully functional: each page is perforated, allowing it to be read, torn out and flushed down the toilet. The content, edited under the humorous tone of the character Kenny the Koala – the brand’s mascot – and includes light articles, word games and creative pieces that reinforce Cushelle’s positioning around softness and comfort.
Beyond the format, the action redefines sampling as a product and content experience. Thus, instead of distributing toilet paper in a traditional way, the brand integrates it into an editorial object that invites interaction and shareable content. Distribution has been supported by an influencer strategy in the United Kingdom, with creators who have received special editions accompanied by “personal care” kits for the bathroom: aromatic candles, “do not disturb” signage or padded covers for the toilet seat.
The initiative is part of the “Selfishly Soft” platform, launched by Cushelle in 2024, which claims the right to small moments of personal comfort. In this case, the brand not only communicates that territory, but also materializes it in a tangible piece that combines creativity, product and context of use.
From the agency, the challenge has been both in the idea and in the execution. “Making a magazine with toilet paper is not as simple as it seems,” said Noël Bunting, Chief Creative Officer of Publicis London. “From the binding to ensuring the ink was safe on skin, it’s been an exercise in precision. But also a way to take sampling into completely new territory.”
With PorcelainCushelle introduces a reflection for the industry: when the product becomes a medium, communication stops interrupting and becoming integrated. And in a shock-saturated environment, that can be an effective way to get attention.
