Vanity Fair Proves That You Should Date a Napkin User

ATLANTA, Feb. 14, 2018 -- Georgia-Pacific’s Vanity Fair brand of premium napkins conducted a nationwide study and accompanying campaign, with agency partner Figliulo&Partners, to prove that napkin-users make for better dates. Initial brand research linked napkin use to civility which led to the question: Would a napkin-user make for a better love interest? As it turns out, they are significantly more likely than non-users to be more attentive in dating situations and make small personal sacrifices in everyday life. The study found that they are 70 percent more likely to watch bad TV with you, 54 percent more likely to get along with your mother and statistically less likely to have broken up with someone over DM.

The quantitative online study compared attitudes and behaviors of napkin-users versus non-users, uncovering credible insights correlating napkin use with better manners and courteous behavior. Results of the study have been brought to life in a campaign, aptly named “Date A Napkin User,” with the goal to empower singles with a tangible filter to know if someone is worth their time. Additionally, Vanity Fair teamed up with dating expert, Match, to support the study and activate their community of singles.

‘This study and overall campaign is intended to show, in a light-hearted, entertaining, and relatable way, how napkin usage can be indicative of finding a great match,” said Lloyd Lorenzsonn, Brand Building Leader, Napkins at Georgia-Pacific. “Partnering with Match was the obvious choice to make singles aware of how a subtle gesture, such as using napkins could help individuals think about potential partners differently.”

The campaign will launch the week of Valentine’s Day in OLV, OOH, display and social, involving napkin-using influencers to share the study results on social media, tagging #DateaNapkinUser. The full campaign includes a :30 ad “Smile” and two :15 spots dubbed “Cleanse” and “Hair.” In the coming weeks, Vanity Fair and Match will host an experiential singles event in Dallas, Texas, which is ranked as one of the worst dating cities in the U.S. The goal of the event is to bring together all the singles of the city in one place to find love.

“Napkin usage probably isn’t the first thing you think of when you’re considering going on a date with someone. But if you really think about it, it makes sense,” said Scott Vitrone, CCO and Partner, Figliulo&Partners. “People who take the time to use a proper napkin likely have certain qualities that would make them a better date. The idea really came to life when we did a study and partnered with Match to prove our theory with hard data.”

As a result of the campaign, the maker of Vanity Fair hopes to help singles everywhere with a new way to think about dating by highlighting the little things individuals should look for in a partner. At the end of the day, compatibility really boils down to finding someone who will laugh at your puns and won’t judge your relationship with your cat.

To learn more about the Vanity Fair Date A Napkin User campaign, visit www.DateaNapkinUser.com.

About Vanity Fair | Georgia Pacific
Based in Atlanta, Georgia-Pacific and its subsidiaries are among the world's leading manufacturers and marketers of bath tissue, paper towels and napkins, tableware, paper-based packaging, office papers, cellulose, specialty fibers, nonwoven fabrics, building products and related chemicals.  Our familiar consumer brands include Quilted Northern^®, Angel Soft^®, Brawny^®, Sparkle^®, Mardi Gras^®, Vanity Fair^®, and Dixie^® as well as STAINMASTER™ household cleaning products. The company operates approximately 200 facilities and employs approximately 35,000 people directly, and creates nearly 92,000 jobs indirectly. For more information, visit: www.gp.com.

About Figliulo&Parners
F&P was born from a desire to create a smarter and more nimble alternative to the traditional advertising agency model. We are a Brand Agency for the Information Age on a mission to help brands and people understand each other, with a simple philosophy that each brand has One Story and Many Voices. “The Prodigal Brother” rounds out an exceptionally strong 2017 for F&P, who earlier this year launched its media and communications planning unit and hired Vitrone as its first-ever Partner and Chief Creative Officer. The agency has also launched a number of campaigns, including CNN’s highly-praised “Facts First” campaign. Clients include CNN, Virgin Atlantic Airlines, Marriott International, Seabourn Cruise Lines, Vanity Fair Napkins, Pete & Gerry’s Organics, and American Century Investments. We are proud to have been listed three years running in Ad Age’s Best Places to Work. For more information, visit www.figliuloandpartners.com.

Media Contact
Meg Stagaard, DiGennaro Communications
[email protected] 646-532-5940