Charmin “Deuce Destroyer”

How does a legacy toilet paper brand breakthrough to gamers and get them to care about their toilet paper? 1) entertain them 2) have fun with the subject matter!

INSIGHT

Livestreamers stream for long periods of time with the average Twitch streamer streaming 6 hours a day. If they take a break they risk losing their audience.

STRATEGY

To reach this sophisticated and savvy gaming audience, Twitch helped Charmin ‘own the bathroom break’ on Twitch in a series of over 30 livestreams which entertained audiences while letting streamers ‘do their business’ in a way that wouldn’t lose them an audience.

CONCEPT

Twitch created an interactive mini game called Deuce Destroyer which allowed the Twitch community to shoot rapid fire turds on screen for points! The interactive game, built on an actual game engine, was employed onto of a livestream and launched each time a streamer used the bathroom.

Concept / Strategy / Creative Direction: Erin Joyce

Product + Engineering: Mark Gillis, Scott McCroskey, Grab Labs

Client: Proctor & Gamble + Carat NYC

Awards: Shorty Award, Webby Award (2021)