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Cottonelle
Cottonelle - Test Your Cleaning Logic

RAN IN: United States, Canada

CLIENT
Kimberly-Clark

Mike Haley - Brand Director

AGENCY
TRIS3CT *Lead Agency

Chris Cancilla - CCO
Michael Hirsh - VP, Acct. Director
Tyler Jay - Executive Producer
Jennie Purtell - SVP, Group Acct. Director
Jen Passaniti - Producer
Mel Routhier - VP, Group Creative Director
Dan Ware - Assoc. Creative Director, Art
Dave Wasserman - Creative Director
Sarah Young - Assoc. Creative Director, Art


Ketchum


Mindshare


Ogilvy Action


Biggs-Gilmore


SUMMARY

When you're the #5 brand in a fully penetrated category like toilet paper, you've got to get pretty inventive to move the needle. Cottonelle recognized this and took an inventive approach: challenge the dry-only wiping culture in the US by creating a routine around their high-margin but poorly penetrated flushable wipes product. By engaging consumers and getting them to question their cleaning logic, Cottonelle established a unique Dry + Moist position in the category, teeing them up to drive serious growth for the foreseeable future.

CASE STUDY

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CASE VIDEO


Hero Medium: TV

Medium Featured On Video: Interactive,Social Networking Applications,PR

Audience: Brand Influencers,Families,Men,Mothers,Women

Objectives: Increase sales, volume

Type: Business-to-Consumer

Classification: National

Language: English