Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
People don't give much thought to which toilet paper they use, if they have something on the roll. Cottonelle was competing in a seemingly inconsequential category that we needed to make matter.
Through a quantitative study, search insights and segmentation, we realized that while people might not care about toilet paper, they do care about taking care of their skin – and use regimen behavior to do so. We set out to create a new category: skincare for the skin 'down there'.
We behaved like a skincare...