Coming clean with Cottonelle

Cottonelle, the toilet tissue brand, used events, influencers and earned and social media to promote a cleanliness message in the US.

Campaign details

Advertiser: Kimberly ClarkBrand: CottonelleAgency: KetchumCountry: United States

Situation Analysis

For years, competing toilet paper companies have touted softness and strength, but no one talks about what really matters: cleanliness. Although an oftentimes taboo subject, Cottonelle bath tissue decided to take a stand and start talking about clean with a commercial program dubbed 'Go Commando' in 2015. After all, the brand's primary differentiator – CleanRipple Texture – is designed to get her cleaner than the competitors – perhaps even clean enough to go commando. According to Millward Brown research, focusing on clean...

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