Kimberly-Clark’s Cottonelle brand is dedicated to breaking barriers and challenging the toilet paper status quo by exploring real down there issues in new FCB Chicago campaign.
Nearly half of consumers are dissatisfied with current toileting solutions because brands are solely focusing on the softness and strength of products instead of solving their real needs, including reducing odor, residue, excess moisture, skin irritation, and skin protection.
Cottonelle is proud to announce the next phase of the Cottonelle DownThereCare platform with the unveiling of a new creative campaign and four unconventional national advertising commercials. The campaign aims to normalize the often-avoided “down there” conversation and give consumers confidence to find solutions with Cottonelle®’s suite of products, including bath tissue and flushable wipes.
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Currently, consumers are looking outside of the category to take care of their down there issues, often masking the problem rather than seeking out solutions. Many consumers don’t realize Cottonelle products can be part of the solution to these needs. Through consumer research, Cottonelle has identified four of the most common down there needs – steamy, sensitive, hard to clean and swampy – and created a pivotal campaign to drive awareness around raw and honest down there conversations.
“The industry is currently speaking to people through cartoons, babies and animals, and portraying a sea of innocence versus people’s reality,” said Elizabeth Metz, North American Vice President of Cottonelle at Kimberly-Clark. “There’s little more personal than the need for toilet paper, but the category treats it so impersonally. The new Cottonelle® DownThereCare campaign aims to normalize an uncomfortable conversation and show consumers that there are solutions when you feel steamy, swampy, hard to clean or sensitive down there.”
Cottonelle’s creative campaign, created in partnership with FCB Chicago, uses live action to depict the four common consumer problem areas through memorable and humorous storylines. The ads utilize hyperbolic metaphors to bring down there issues to life.
“We all have different needs when it comes to the care for our down there,” said FCB Chicago Chief Creative Officer Andrés Ordóñez. “So we created a disruptive storytelling campaign that uses comedy to disarm this taboo topic, and speaks to everybody’s down there needs in an honest, grown-up, and slightly ridiculous way.”
