Cottonelle leaves no bottoms behind

Kimberly-Clark is rolling out its biggest non-traditional marketing campaign ever to boost its toilet paper brand.

Dallas-based CPG giant Kimberly-Clark’s new ‘Be Kind to Your Behind’ campaign for Cottonelle – its biggest non-traditional marketing effort ever – includes experiential, TV, print, online, FSI, in-store, PR and package redesign. Led by JWT New York, it was adapted for the Canadian market by Mindshare Canada. The initiative is launching across North America this month, and will hit Europe (to support other Kimberly-Clark behind-friendly brands) next summer. All campaign elements feature Cottonelle’s iconic puppy.

Beginning in March, a Cottonelle Comfort Haven tour will travel across North America to offer urbanites access to four themed ‘comfort areas,’ where they can experience free relaxing activities like yoga demos, massages and comfy seating. At press time, Toronto was the only Canadian city on the schedule.

Montreal-based Kruger Products’ Canadian rights to the Cottonelle brand name expired last summer. Over the 10 years it held the Cottonelle license, it rebranded it as Cashmere. Kimberly-Clark re-entered the Canadian market with Cottonelle shortly after Kruger’s license expired.

‘The Cottonelle brand has come across the global insight that life can be tough on bottoms, and we believe we’ve got the right brand promise to act on that and help consumers experience one kind thing they can do for their behind every day using Cottonelle brand products,’ explains Cottonelle brand manager Mark Worden, who adds that the overall brand target is people who use premium and super-premium products.