THE WHAT? P&G-owned Charmin has released its non-fungible token (NFT) crypto collection – three original pieces of digital TP art. The toilet paper brand will auction off the art with proceeds benefitting Direct Relief.

THE DETAILS The art is a cryptocurrency token which certifies ownership of the digital file using blockchain technology and features a brilliant toilet paper aesthetic. The NFT roll will come with a physical display which people can hang in their bathroom alongside real rolls.

The art work was commissioned by the brand from three illustrators with a playful style: Donna Adi, Shanee Benjamin and Made by Radio.

THE WHY? Rob Reinerman, Charmin Vice President, comments, “We’re always looking to provide the best TP, but a better bathroom experience can expand well beyond the seat. NFT(P) is a fun and playful way to give the biggest Charmin fans a one-of-a-kind virtual version of their favorite roll.”