Adverts for bathroom paper and moist wipes have lengthy centered on the comfortable and cuddly, typically utilizing mascots corresponding to teddy bears to ship info. Whereas there’s no denying the enchantment of a cute cartoon, this strategy might additionally go away some customers underprepared for the specifics of “down there care.”
Cottonelle is shifting the dialog away from the class’s sometimes cozy imagery with its “Tales From Down There” marketing campaign, created in partnership with FCB Chicago and persevering with the model’s DownThereCarew platform.
The brand new 4 new spots function extra private narratives addressing the myriad methods wherein “down there care” would possibly manifest, whereas tapping into comedy and visible metaphors.
The sequence introduces tour information Alfred, dental hygienist Connie, tattoo artist Kelby and romance novel fan Marge. Every shares their distinctive wants in regard to private care, corresponding to Alfred’s rationalization {that a} bus journey house after work makes him really feel like he’s caught in a swamp. As an instance this sensation, a swamp then seems round him, sucking him into the ground.
Let’s get private
Cottonelle debuted the DownThereCare platform in 2019 to face aside in its sector, and has since begun telling extra private tales below that banner.
“After we realized what number of wants had been going unmet within the class, we noticed this as a well timed alternative to place folks’s wants entrance and middle in our tales, creating one other chapter of DownThereCare,” FCB Chicago chief inventive officer Andrés Ordóñez informed Adweek.
“Everybody makes use of the lavatory, however nearly half are dissatisfied with what the class provides—which, right now, is a comfortable or sturdy wiping machine. Cottonelle believes it’s time to shift this narrowly targeted class to handle actual folks, actual wants, and in actual phrases,” stated Elizabeth Metz, North American vp of Cottonelle at Kimberly-Clark.
