LONDON, UK – Publicis London and Cushelle have unveiled Porcelain, the world’s first flushable magazine which promises to level up the little moments of me-time.
Made entirely from sustainably sourced toilet paper, the limited-edition magazine is part of a new print and PR activation which responds to new research highlighting that nearly three-quarters (74%) of Brits regularly retreat to the toilet for a few minutes of ‘me time’.
Treating the loo as one of the few places where interruptions are off-limits is especially true for those from busy households, with around a third of parents and a quarter of partners admitting they regularly escape to the toilet to get a moment to themselves.
With reading an essential part of the ‘me time’ equation for 1 in 6 respondents (14%), Publicis London combined two toilet essentials into one to create Porcelain. The multi-purpose magazine is printed entirely on Cushelle toilet paper, using skin-safe, flush-friendly ink. Each page is perforated, allowing readers to read, tear out, use and flush.
Cushelle have found that once people feel the softness for themselves, they love it. The challenge was getting it into their hands in the first place. The solution is a world first in product sampling, putting Cushelle’s soft luxurious paper directly into the hands of people with influence (influencers and their followers).
Written and edited by the ever-playful Kenny the Koala, Cushelle’s beloved brand mascot, Porcelain encompasses 30 pages of light-hearted articles, bespoke content including a ‘softword’, and parody adverts celebrating Cushelle’s product range.
Porcelain builds on Cushelle’s “Selfishly Soft” platform, created by Publicis London in 2024, which encourages people to prioritise small moments of personal comfort, starting with the softness of Cushelle.
The campaign will run in the UK across print, PR and social, supported by a one-week influencer rollout featuring digital creators including Corys Worldd, Superronshits, Wilfred Webster, Lauren Raker, Dave Durkan and Loos of London.
As part of the paid influencer activity, PR agency Holy Wow! curated bespoke ‘Porcelain’ toilet pamper boxes containing copies of the magazine, carefully packed in a satin-lined box, along with ‘Outback Eucalyptus’ scented candle, branded ‘do not disturb sign’ and quilted velour toilet seat cover, encouraging influencers to share their ultimate bathroom ‘me time’ rituals with their audiences. A limited number of copies of Porcelain will also be available through giveaways across the creators’ Instagram channels.
Creative was handled by Publicis London, with production by Bladesman and consumer PR and influencer management by Holy Wow!.
Noël Bunting, Chief Creative Officer, Publicis London, said: “You’d think making a magazine out of toilet paper is easy. It isn’t. This was truly a labour of love, from the binding technique to making sure the ink was skin-safe. But it was worth it, because not only is it a world-first, but it brings some light-heartedness to the sampling game.”
Martina Poulopati, Global Master Brand Director at Essity, added: “Selfishly Soft has always been about giving people permission to enjoy small moments for themselves. Partnering with Publicis London allowed us to push that thinking further, combining creativity with craft to create something entirely new. Porcelain is playful and practical, but it also reflects the care, softness and attention to detail that define Cushelle.”
CREDITS
Campaign Title: Cushelle ‘Porcelain’
Client: Essity
Advertising Agency: Publicis London
CCO: Noël Bunting
Creative Directors: Rhys Hughes, Barret Helander, Matthew Comras
Head Of Brand Design: Ryan Connolly
Deputy Head Of Brand Design: Dave Stansfield
Senior Designer: Oskah Manchip
Head Of Strategy: Katie Hibbard
Senior Strategist: Sorcha Mellor-Reed
Data Analyst: Christopher Wake
CEO: Trent Patterson
Managing Partner: Anna Crabtree
Business Leads: Jamie Longstreet, Phuong Hoang
Account Director: Gintare Lileikyte
Senior Project Managers: Kiké Adetunji, Karina Górska
Project Manager: Reshma Prygiel
Head Of Production: Megan O’Hagan
Agency Producer: Bea Icke
Producer: Sid Daffarn
Print Production: The Hub
Print Finishing & Binding: Bookworks
Production Company: Bladesman
Production Company Producer: Angus Huntington
Editor: Ian Roe
Photographer: Archie Brooksbank
Photographer: David Dyson
Retoucher: Mark Wesley
PR Agency: HolyWow
