Cottonelle has partnered with FCB to introduce a fresh campaign titled “Come Clean,” which takes a playful approach to connecting cleanliness with confidence. Rather than focusing strictly on function, the work uses humor and everyday scenarios to show how feeling clean influences how people move through the world.
Research shows that 85% of people don’t feel truly clean after wiping, often blaming themselves and studies like “The Effect of Personal Grooming on Self-Perceived Body Image” suggests a deep connection between feeling clean and overall confidence.
At the heart of the campaign are two spots, Algebra and Football. Both use relatable moments to drive the point home with wit and charm. Algebra puts a funny spin on a typical classroom exchange, highlighting how confidence can shift with the right mindset.
Meanwhile, Football brings the same comedic touch to game-watching get together, reminding viewers that even the smallest boost of self-assurance can change the game.,
“Clean” means much more to our customers. It’s part of who they are. So, we focused on relatable experiences that are funny and empowering to show what’s possible when you have confidence,” Tom Flanigan, creative director, FCB Chicago, told Out To Launch.
The campaign reflects Cottonelle’s ability to go beyond utility, positioning its products as part of an everyday confidence ritual. By tapping into universally recognizable moments and layering them with humor, Cottonelle and FCB crafted spots that are as entertaining as they are memorable.
With “Come Clean,” Cottonelle makes a strong statement: hygiene isn’t just about staying fresh, it’s about stepping into life’s moments with confidence. And by embracing comedy and authenticity, the brand ensures the message resonates long after the laugh.
Launching this week, the campaign will run across NBC, Disney+, Paramount+, YouTube, and a variety of paid social platforms.
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