Cushelle creates flushable magazine

Toilet roll brand Cushelle has launched what it claims is the ‘world’s first flushable magazine’, turning Britain’s bathroom “me time” into a cheeky brand experience.

The limited-edition title, Porcelain, is printed entirely on the brand’s soft toilet tissue, with each page designed to be read, torn, used and flushed individually.

Created in response to research showing 74% of Brits retreat to the loo for a moment of peace, the idea reframes a functional product as a media channel.

The campaign lands with cultural backing. Prince Harry’s memoir Spare was voted the nation’s favourite toilet read. George Orwell and Stephen Hawking also made the top 10.

The magazine includes puzzles and horoscopes.

Behavioural psychologist Jo Hemmings notes the bathroom is one of the few spaces where people can pause without interruption, making it fertile ground for both escapism and creativity.

For Cushelle, the execution doubles as tactical product sampling. Martina Poulopati from Essity says, “Porcelain is playful, practical and perfectly embodies what it means to be selfishly soft.”

Creative was handled by Publicis London, with production by Bladesman and consumer PR and influencer management by Holy Wow PR.

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