Cottonelle: Better together

Category: SME-Manufacturer: Awareness/Trial
Brand/client: Cottonelle / Kimberly-Clark
Lead agency: Geometry Global
Contributing agencies: Tris3ct, Ketchum, Mindshare and Biggs-Gilmore

State of the marketplace & brand's business

In today's culture of over-sharing, virtually anything can be openly discussed. Pregnancy weight gains have become fodder for Facebook updates...salaries are listed on Glassdoor.com…even sexual dysfunction is talked about on websites and reality TV. Is there no taboo topic left in American life?

As it turns out, there is: bowel movements. If you just squirmed while reading that, you're not alone. America's bathroom habits are the last frontier in taboo topics -- a situation the Cottonelle brand felt was ripe for change. With toilet tissue category sales steady but offering little room for growth, Cottonelle sought to boost brand sales with its Flushable Cleansing Cloths, the leading brand in the flushable moist wipes category.