It’s no secret that Madison Ave has been pulling the 4-ply over our eyes through the years when it comes to toilet paper advertising. Now, the New York Times reports that the soft, cherubic, unassuming TP ads are being supplanted by a more direct approach to promoting backside maintenance.
JWT just launched a new campaign for Cottonelle’s Aloe & E toilet paper and SoothingClean moist wipes that includes a website and a spot featuring a voiceover which recommends that “the gentle care you give to your face, hands and legs, also goes to your tush.”
Apparently wiping equates to weeping according to Cottonelle brand manager Courtney DeSalvatore, who tells the NYT “…We are reframing the Cottonelle brand as a personal care brand, which is a much more emotional space.”
DeSalvatore adds that Cottonelle would like to see an increase in the usage of wet wipes, which are purchased by only 25% of US households. “Moist flushable wipes should be used on an everyday basis for personal care down there,” she says. With Cottonelle and rival brands like Charmin believing that cultural taboos about bum-based branding have relaxed, the NYT says marketers can now engage in a “sort of toilet training with grown-ups.” Spare the visuals, please.
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