Dallas-based Kimberly-Clark Corporation today launched a multi-channel marketing campaign in support of its Cottonelle bathroom tissue brand in Canada and the U.S.
The initiative, featuring Cottonelle’s familiar puppy icon, includes TV spots developed by JWT London and adapted for broadcast in both Canada and the U.S. The commercials introduce consumers to the campaign tag line, “Be Kind to Your Behind.”
Kimberly-Clark will also launch print, transit, online and in-store advertising, as well as a redesigned Cottonelle website and product packaging.
The campaign includes an experiential component, which will hit major urban markets in Canada and the U.S. in March. People in these markets can board a bus, dubbed the “Cottonelle Comfort Haven” and decorated to match the campaign’s puppy theme, to get massages, do yoga and rest in comfortable seats.
Kimberly-Clark will also run a sweepstakes promotion to coincide with the launch of the Cottonelle Comfort Haven tour.
The new campaign comes some seven months after Kimberly-Clark brought the Cottonelle brand back to Canada following the expiration of a 10-year licensing agreement with Kruger Products. Kruger bought Scott Paper from Kimberly-Clark in 1997 and marketed the Cottonelle and Scott brands in Canada until three years ago, when it began phasing out the familiar brand names, changing Cottonelle to Cashmere and Scott Towels to Sponge Towels.
Kimberly-Clark ran an advertising campaign to support the re-introduction of Cottonelle to Canada last summer.
