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Cottonelle FreshCare Flushable Wipes: Connie


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Nearly half of consumers are dissatisfied with current toileting solutions because brands are solely focusing on the softness and strength of products instead of solving their real needs, including reducing odor, residue, excess moisture, skin irritation, and skin protection. Cottonelle is proud to announce the next phase of the Cottonelle DownThereCare platform with the unveiling of a new creative campaign and four unconventional national advertising commercials. The campaign aims to normalize the often-avoided “down there” conversation and give consumers confidence to find solutions with Cottonelle’s suite of products, including bath tissue and flushable wipes. Currently, consumers are looking outside of the category to take care of their down there issues, often masking the problem rather than seeking out solutions. Many consumers don’t realize Cottonelle products can be part of the solution to these needs. Through consumer research, Cottonelle has identified four of the most common down there needs - steamy, sensitive, hard to clean and swampy - and created a pivotal campaign to drive awareness around raw and honest down there conversations. Cottonelle’s creative campaign, created in partnership with FCB Chicago, uses live action to depict the four common consumer problem areas through memorable and humorous storylines. The ads utilize hyperbolic metaphors to bring down there issues to life.

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