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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
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