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Be Kind to Your Behind - Travel & Personal Care
Cottonelle Says Try a Little Tenderness
Toilet paper isn’t the most glamorous item. In fact, as a commodity, there are arguably fewer products that are harder to brand. Undaunted by that, Cottonelle hit the streets with its largest ever non-traditional ad campaign. The “Be Kind to Your Behind” effort centers on the “Cottonelle Comfort Haven,” a puppy-themed bus that began hitting many major cities in North America in March.
Passer-bys are invited to partake in massages, yoga lessons or to just grab a comfy chair and relax during their busy days. The experience is symbolic of the comfort that the toilet tissue provides.

“The strategy behind the ‘Be kind to your behind’ campaign is to connect consumers with the Cottonelle’s brand-promise of providing comfort and softness in an engaging, unexpected way through a variety of communications channels – ultimately helping drive brand growth,” says Mark Worden, brand manager for Cottonelle, which is owned by Kimberly-Clark. “The campaign itself is grounded from a key insight we gained from our consumers – bottoms deserve to be looked after and deserve the same care and kindness as the rest of our bodies.”While at the Comfort Haven, consumers will receive a Cottonelle Be Kind to Your Behind giveaway. This includes a quiz where consumers can measure how they treat their hindquarters, tips for how to provide comfort in their everyday lives and product information and coupons. Other items were being considered as well. The campaign is supported online, via bus and train station ads, FSIs, in-store promotions, a package redesign, public relations activities as well as traditional print and TV ads. The tour will also hit Europe this summer.

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