Overmatter is well aware of all sorts of surveys and health warnings about the potential perils of mobile phone use in restrooms, but there’s no getting away from the fact that the loo location certainly involves a captive audience.

Essity – which owns brands including Cushelle and Velvet – gave away the brightly printed promo toilet rolls at the University of Nottingham as part of a push to attract future engineering and manufacturing talent.

The colour scheme of pink, blue and a black QR code included the wording “Looking for the roll of your dreams” …we see what they did there!

The promo has also resulted in your columnist gaining new insights into the fascinating world of loo roll options. Who knew that Rhubarb and Raspberry was a toilet roll variant, for example? What’s more, why??!

Anyhoo/loo, the novel application of the power of print seemed to be suitably effective. And given the price of toilet paper, like everything these days, seems to have gone through the roof no doubt savvy money-saving students were keen to grab as many as possible.