Kimberly-Clark Debuts Massive Cottonelle Campaign

1/9/2008

Kimberly-Clark Corporation (K-C) is launching the largest non-traditional marketing campaign in its history to help drive further sustainable growth for its Cottonelle brand. The campaign "Be Kind to Your Behind" debuts this month and integrates experiential marketing, branded Web sites, Internet advertising, bus and train station ads, FSIs, in-store promotions, redesigned product packaging and public relations activities, as well as traditional TV and print advertising. In addition, the campaign will use the iconic Cottonelle puppy across all communications channels to embody the brand's key benefits of soft, soothing comfort. "K-C is raising the bar of its marketing efforts through pursuing integrated, media-neutral campaigns based on powerful ideas that leverage the promise of our brands," says Alan Loux, vice president of Brand Development for K-C. The campaign kicked off on Jan. 7, 2008 in the United States and Canada with TV advertising to build awareness, followed by the launch of a remodeled Cottonelle Web site, Internet brand and print advertising. In March, K-C will roll out the Cottonelle Comfort Haven, , featuring a puppy-themed bus that will travel to major metropolitan cities across North America offering consumers access to massages, yoga, comfortable places to sit and relax during their busy day, and a sweepstakes promotion. K-C plans to roll out the campaign throughout Europe under multiple brands, using the iconic puppy. The European campaign is scheduled to launch the summer of 2008.