Quilted Northern Celebrated the Very Forgettable National Toilet Paper Day With Tiny Pop-Up Shops

Never think about buying TP again

Headshot of Katie Richards

Last week a very important national holiday took place. It wasn't as important Women's Equality Day, which was also last week, but an essential holiday that touches every person in America, well, with a butt—National Toilet Paper Day.

Toilet paper brand Quilted Northern and agency Droga5 celebrated the holiday with a unique pop-up shop, with locations in New York and Seattle. Embracing the ridiculousness of National Toilet Paper Day, the brand made mini Quilted Northern pop-up shops with the idea that consumers can't actually go inside.

People walking by could poke their heads in and get a look inside the shops, but couldn't go inside. Plus there was no actual toilet paper for sale at the stores. Instead, passersby were directed to Amazon where they could save up to 45 percent on their orders if they subscribed for automatic delivery.

For those who weren't able to see the shops, the brand made 360 videos of both locations for those who really want to get a good look at all the nooks and crannies inside the shops.

The shops are so tiny because they were designed to be forgettable, just as they were only open to the public for one day for the very same reason. It's all meant to drive home the fact that toilet paper (and its national holiday) shouldn't be something Americans worry about or get stuck without.

Alongside the pop up stores, Quilted Northern created a National Toilet Paper Day anthem boasting huge deals on toilet paper through Amazon. According to the website, you can still get the bathroom essential online and save up to 30 percent by subscribing for delivery so you never have to worry about buying toilet paper and can completely forget National Toilet Paper Day was ever a thing.


Agency: Droga5 NY

Creative Chairman: David Droga

Chief Creative Officer: Ted Royer

Group Creative Director: Don Shelford

Associate Creative Director: Erica Pressly

Associate Creative Director: Emmie Nostitz

Jr. Copywriter: Ted Meyer

Jr. Art Director: Tommaso Fontanella

Copywriter: Yahkeema Moffitt

Sr. Art Director: Kat Dudkiewicz

Executive Design Director: Rob Trostle

Designer: Dan Kane

Designer: Nate Moore

Chief Creation Officer: SallyAnn Dale

Senior Broadcast Producer: Anders Hedberg

Social Producer: Luke Bumgarner

Music Supervisor: Ryan Barkan

Music Supervisor: Mike Ladman

Head of Interactive Production: Niklas Lindstrom

Executive Interactive Producer: Tasha Cronin

Interactive Producer: Andrew Puzzuoli

Associate Interactive Producer: Alyssa Cashman

Global Chief Strategy Officer: Jonny Bauer

Strategy Director: Elaine Purcell

Senior Strategist: Mara Buta

Senior Communications Strategist: Delphine McKinley

Senior Data Strategist: Brad Mumbrue

Data Strategist: Remy Lupica

Group Account: Director Brett Edgar

Account Director: Ross Gillis

Account Supervisor: Kate Tyler Monroe

Associate Account Manager: Kyra Gembka

Project Manager: Michelle Yee

Client GeorgiaPacific / Quilted Northern

CMO: Douwe Bergsma

SVP & General Manager, Tissue: Vivek Joshi

Senior Brand Director: Jason Ippen

Director Brand Center: Shari Neumann

Brand Building Leader: Aviral Singh

Brand Manager: Ricky Busby

Brand Manager: Melissa Blunte

Senior Associate Brand Manager: Lauren Freedman

Senior Associate Brand Manager: Dalyn Mathews

Social Media Manager: Gisela Carapaica

Production Company: Pet Gorilla

Director: Luc Schurgers

DOP: Ralph Kaechele

Executive Producerz: Dominic Bernacci

Producer: Alana Mitnick

Editorial: Friendshop

Editor: Adam Longo

Assistant Editor: Alex Pirrone

Executive Producer: Melissa Mapes

Producer: Adam Roe

Flame Artist: Matt Stroub

Post Production: The Mill

Producer: Natalie Westerfield

Colorist: Mikey Rossiter

Sound: Heard City

Mixer: Eric Warzecha

Executive Producer: Gloria Pitagorsky

Producer: Sasha Awn

Interactive Production: Company Unit 9

Executive Producer: Rebecca Hudson

Project Manager: Martina Sogni

Architecture Director: Kate Lynham

Creative Director: Thomas Davies

Installation Developer: Christian Bianchini

Product Designer: YuChang Chou

Illustrator: Sophie Conchonnet

Designer: Gosia Pawlak

Technical Lead: Zbigniew Czarnecki

UX Designer: Simon Bauchet

QA Manager: Eve Acton

QA Manager: Andrew Heraty

Head of QA: Dominic Berzons

Frontend Developer: Rafael Gomes Alcantara

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.
Publish date: September 1, 2016 https://stage.adweek.com/brand-marketing/quilted-northen-celebrated-very-forgettable-national-toilet-paper-day-tiny-pop-shops-173238/ © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT