Charmin doesn’t have the cultural capital of brands like Old Spice and Oreo, which makes its LOL-worthy Twitter presence all the more impressive. Its tweets tend to fit into two categories: those promoting Charmin toilet paper, and those simply celebrating the joys of using the restroom:
So, we had a lot of coffee and oatmeal for breakfast today. Any guesses as to what time we'll #tweetfromtheseat?—
Charmin (@Charmin) March 03, 2013
But it also excels at on-the-fly smackdowns:
Charmin (@Charmin) August 03, 2012
Charmin (@Charmin) January 27, 2014
And even cultural references (though this one has since been deleted):
Two teams—one from Charmin’s parent company Procter & Gamble and one from an outside agency—are responsible for managing the feed, which aspires to a simple motto: “We believe that life is full of little pleasures.” Congratulations, Charmin, you’re officially the sassiest.