Cottonelle Gets ‘Behind’ New Campaign

NEW YORK Kimberly-Clark is launching “Be kind to your behind,” the largest Cottonelle campaign in the history of the brand, with spend expected to approach some $100 million, about a 25 percent increase over last year’s outlay.

The increase represents a jump in both traditional and nontraditional media, including experiential and interactive marketing.

The effort from Dallas-based K-C is designed to raise brand awareness and promote Cottonelle’s benefits of softness and comfort. “Through research we found that consumers will [pamper] many parts of their body, but they haven’t been doing so for their bottoms, yet they are open to doing so,” said Mark Worden, Cottonelle brand manager.

Worden called the effort Kimberly-Clark’s largest nontraditional campaign.

Work debuts this week and integrates TV, print, online, transit and out-of-home ads, experiential marketing, branded Web sites (including a remodeled Cottonelle venue), freestanding inserts, in-store promotions and public relations. There are no new products being introduced at this time.

TV and print ads, featuring Cottonelle’s iconic spokespuppy, will highlight how, by using Cottonelle bathroom paper, consumers “can offer kindness and comfort to their bottoms,” Worden said. JWT, New York, is the lead agency, handling primarily TV and print, scheduled for the second quarter.

“Life is tough on bottoms, and consumer experiences like commuting to work on trains and buses gives consumers’ bottoms unintentional unkindness, so we’re bringing comfort to them,” Worden said.

To further promote its message, the brand is introducing the Cottonelle Comfort Haven bus, which displays the spokespuppy on the exterior and features themed comfort areas for consumers to stop by, visit and learn more about the product. Those areas include a comfort-product bar featuring a variety of Cottonelle solutions, such as the benefits of combining Cottonelle Ultra with Cottonelle Wipes; a massage area where consumers can receive chair massages; and a yoga station that offers yoga tips and techniques.

The bus tour kicks off in March at New York’s Grand Central and Penn Stations. It will then travel to Philadelphia, Chicago and Toronto, and conclude in San Francisco. Cottonelle will advertise inside and outside of the rail stations the bus visits.