When Bryan Silverman was in high school, his older brother, Jordan, came to him with an idea. "He was reading in the bathroom on his phone and came out and said, 'Everyone reads in here. Let's make a toilet paper that you can read,'" Bryan remembers. "I pooh-poohed the idea," he quips. "I thought he was crazy."
That was mid-2010. Jordan found research showing that Americans respond favorably to advertising in public restrooms, including signage above urinals, and came up with the idea to print coupons on toilet paper. The siblings went to work, building their startup, Star Toilet Paper, with less than $1,000 of their own cash. "Anything we could, we figured out ourselves and saved money," Bryan says.
A series of eight coupons, including one for Star itself, repeats on each roll. Companies pay half a cent per ad, which includes design and tracking. Apartment complexes, theaters, stadiums and other venues receive the toilet paper for free in exchange for providing advertisers with access to their captive bathroom audiences. Initial advertisers included restaurants and pet stores; so far 65 companies have taken the plunge. The company is operating in Ann Arbor, where Jordan attended the University of Michigan, and Durham, N.C., where Bryan is currently studying neuroscience at Duke University.
The Silverman brothers are reevaluating costs, looking for additional advertisers and expanding their reach outside their college towns. Plans for this year include finding a manufacturer to both produce and print the toilet paper, a move that could reduce their cost per roll by $1 or more.
Singing Toilet. A trip to the washroom need no longer be boring. This musical instrument is played by pulling toilet paper from the roll.Migration Museum. How one museum comes to life when visitors linger near its artefacts.
I do agree that if someone attempt to register TOILETPAPER for distinguishing the product "toilet paper / hygienic paper" the trademark is not assolving its dstinctive function and shall not be registered.
However, in the present case the trademark is not use for that kind of hygienic paper used in the toilet to accomplish post-event cleaning activity, thus we don't understand what kind of lack of distinctiveness the examiner saw missing. We did not designate class 16 and any product in relation to that hygienic toilet paper. We filed the trademark in classes 18, 20, 21, 27 and 35 (lifestyle objects). 2b1af7f3a8