Halloween is always a very fun time of year, not only in the home, but also in the office. Last year saw our first costume contest, and it’s become a Halloween tradition to look at the social media opinions, emotions on behaviors on the must-have “treat” candy brands. We will definitely look at social media’s take on Halloween candy this year in a few weeks, but for this week I decided to focus in on one of the top picks for tricks – hence the topic for this week’s blog post on top toilet paper brands: “TP-ing” a house is the classic isn’t it? With the What Women Want series drawing to a close in our last installment of the Brand Passion Index, I focused this time on these five brands: Charmin, Cottonelle, White Cloud and Angel Soft.
Years ago, when I did NetBase’s first ever BPI on different grocery store brands for Memorial Day, I found that toilet paper was a big conversation driver for Costco. However, when I think about different toilet paper brands, the first thing that comes to mind is how many commercials there are, and how companies are constantly using different mascots to promote their product – I think many of us can recall the Charmin mama and baby bears. And with Charmin as our buzz winner, we found that their commercials contributed to this 45% share of the chatter. However, the brand also had the lowest Net Sentiment with a 54 and a Passion Intensity of 48; people may chatter about Charmin, but it’s not always in the most positive light. Cottonelle was the love winner for this installment – wonder if it has anything to do with the perfectly adorable puppy mascot? The brand generated a Net Sentiment of 85 and a Passion Intensity of 67, as well as 37% of the overall chatter. And third in line was Angel Soft, which had solid metrics, but lagged behind in terms of buzz as well as Net Sentiment; it still generated a respectable Net Sentiment of 74 and a decent Passion Intensity of 49.
In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the intensity of passion.
Verbatim surfaced about Charmin showed that their commercials are not reaching their consumer audience in the intended fashion (it makes them uncomfortable) – and neither is the quality of the toilet paper itself (clogging toilets and it’s brittle). Here is a sample of what consumers are saying:
When it came to Cottonelle, online consumers couldn’t stop raving about the quality of the paper and how it is their go-to home purchase every time (and truth be told, we use it in our home, but I do not tweet about it).
And, finally, consumers had several complaints about Angel Soft – mostly because they didn’t find that the quality of the paper matched up with its name.
So what’s your brand of choice? And will you be TP-ing your neighborhood on Mischief Night? Wishing you all a safe and happy October!