care for every down there
The toilet paper industry totes cartoon bears and angel babies, ignoring the realities associated with using the bathroom. It was time for a brand to challenge the category and get real. And raw. And steamy. And swampy. Enter Cottonelle: the only brand with the right kind of care, for everybody's down there. Currently captivating and polarizing audiences everywhere.
We created a colorful, quirky ensemble of characters to feature across the campaign, each character representing a different need state and product. Headlines feature a down there metaphor that's paid off with the message “Cottonelle has the right kind of care, for everybody’s down there.”
© Kelly McGuckin 2023