A new integrated
the nether regions
Highlighting the moments when toilet paper and flushable wipes are consequential to moments that matter, the campaign delivers advertising and PR messages through a variety of media channels, including TV, online display, online video, and social.
Among the downtherecare components is Vacation, a commercial by FCB Chicago that touts the Cottonelle advantage with frank and delightful moxie.
BY FCB CHICAGO
VACATION | COTTONELLE “DOWNTHERECARE”
downtherecare is the first creative to market for FCB Chicago since being appointed global AOR for Cottonelle and Kleenex. The campaign overcomes the challenges of category apathy and habitual consumer usage by urging people to treat wiping as an act of conscious self-care.
Along the way, it increases awareness of Cottonelle’s CleaningRipples texture — an innovation with stopping power as compelling as the creative — through data-driven targeting strategies supported with online ad placements, video and static content.
“While consumers ask a lot of their beauty and grooming products, we found they are overlooking toilet paper or flushable wipes as part of a personal care routine,” notes Ken Champa, senior brand manager of Cottonelle. “The downtherecare program urges people to rethink that.”
The substance of the campaign is based on research showing that the average person visits the bathroom five times a day and uses 6.7 toilet paper sheets per visit.
“Why don’t we treat the skin we don’t see like the skin we do?” asks FCB Chicago chief creative officer Liz Taylor. “Beyond creating a campaign, we wanted to share this behavior-changing idea with consumers to transform their relationship with the category, and get them to actually care about what they wipe with down there.”
The campaign’s PR support includes strategic earned media outreach, leveraging A-Lister “downtherecare” expert Jodi Shays and equitable consumer research around “downtherecare” trends and sentiments.
Send your campaign updates to Reel Chicago Editor Dan Patton, firstname.lastname@example.org.