Today, I took my youngest into New York City to see the Christmas sights. We hit Bryant Park, Grand Central Terminal, the tree at Rockefeller Center, and the Times Square Toys R Us. While in Times Square, my daughter, of course, had to go to the bathroom.

Well what to my wondering eyes should appear but a big toilet installation from Charmin, called the “Charmin Restrooms.” This is the third year of this promotion, and they outdid themselves this year. The space was amazing — clean, happy, eventful, inviting — all things you’d not associate with a public restroom. They even had an emcee hosting the space and notifying people when their restrooms were ready. Here’s a video of a bit of the festivities:

I was truly impressed by this, especially having been to quite a few other New York City public restrooms (yech). It’s hits all the sweet spots for effective brand marketing:

• It’s relevant.
• It’s where the audience already resides.
• It’s helpful.

This is also a perfect example of what Shelly Palmer refers to as WIWWIWWIW (what I want, when I want, where I want), which is especially funny when you know he pronounces it (wee-wee-wee). Finally, considering how badly my daughter had to “go,” it should have been “what I need, when I need, where I need” or WIN-WIN-WIN (all pun intended).

Line of the day … “We’ve got the number one urination station in the nation.”