Kimberly-Clark Corp.

Amanda O'Connor, Sr. Brand Manager
Gopal Shah, Sr. Associate Brand Manager
Wayne Pirman, Commercial Program Manager

Geometry Global *Lead Agency

Maureen Galloway, VP, Account Director
Justine Greenwald, Executive Creative Director
Colleen DeVos, VP, Group Director
Shelly Schroedl, Planning Director
Rebecca Zdarsky, Creative Director
Chris Hain, Group Creative Director
Meg Barrow, Account Supervisor

VML

Ketchum

Mindshare

Trisect

How does the #5 toilet paper brand come from behind to claim the category’s raison d’être: getting you clean? The Cottonelle brand’s unique texture “removes more,” but shoppers thought their current toilet paper got them clean enough – and didn’t want to hear otherwise. So Cottonelle challenged people’s confidence in clean by asking, “Are you clean enough to go commando?” By changing how shoppers choose their toilet paper, Cottonelle surpassed its full-year brand equity goal in six months, boosted share by 7.3%, and leapfrogged a competitor to become the #4 brand.