Campaign details

Advertiser: Kimberly Clark
Brand: Cottonelle
Agency: Ketchum
Country: 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 when talking about toileting routines had great potential to grow penetration – especially for Cottonelle with CleanRipple Texture designed to clean her better. Following the program, through a Go Commando 1.0 audit backed by Millward Brown research, Cottonelle found there were some target areas for growth and improvement to strengthen the clean message.