Cottonelle: downtherecare

Cottonelle, a toilet roll brand, launched a worldwide campaign to change the way consumers thought and behaved, strengthen the brand's premium position, and increase positive perceptions.

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...