Elevated ‘VIPee Restroom Experience’: Charmin Offers VIP Bathrooms In GA At Dreamville, Roots Picnic

Experiential Producer Credits: Saatchi & Saatchi
Program’s Lead Marketers: Family Care’s Courtney Burns
Brand Director; Jameeda Rucker, Sr. Brand Comms Mgr.

One of branding’s greatest opportunities in the live space is solving problems that regularly vex legions of concertgoers and festival attendees alike. This would include a common affliction many general admission attendees know all too well: “porta-potty phobia,” that is the terror experienced when faced with a cramped polyurethane plastic facility while the vestiges of previous users destroy one’s senses, sense of self and, in some cases, the will to live.

Enter Charmin’s premium VIPee Restroom Experience, which meant GA attendees at 2024’s Dreamville Festival in Raleigh, North Carolina, The Roots Picnic in Philadelphia and ONE Musicfest in Atlanta were provided with an elevated bathroom experience. Music fans had access to clean facilities complete with air-conditioning and music and were given the opportunity to try out Charmin’s latest innovation: Ultra Soft Smooth Tear toilet paper. Outside the facilities, attendees were able to take a photo with a giant golden toilet and meet the always affable Charmin Bear.

“Charmin Ultra Soft Smooth Tear is our biggest innovation in 100 years,” said Courtney Burns, Charmin Brand Director, Procter & Gamble, in a statement following the Dreamland activation. “We’re thrilled to provide attendees with a better, smoother tear, so they can truly enjoy the go before hitting the next show!”

It’s no wonder Charmin’s activation on the, well, back-end soaked up the accolades and, according to metrics provided by Live Nation’s Branding & Sponsorship department, left a major impression on festival attendees. Charmin’s VIPee experience at Dreamville Festival was voted by fans as one of their favorite onsite experiences. Two out of three fans who attended Charmin’s VIPee experience agreed that the brand enhanced their overall experience onsite at Dreamville Festival. 70 percent of fans who attended the Charmin VIPee experience at Dreamville Festival were more likely to buy Charmin in the future.