Cottonelle
Giving new meaning to a brand in a commodity category
Year:
2018
Capabilities:
456 Studios.
Social.
Problem
In a category fueled by apathy, Cottonelle needed to give people a reason to care about their toilet paper.
Insight
Though most consumers may not care about the category, when asked, they all care about their overall skincare, especially down there.
Strategy
Shift the conversation from a commodity toilet paper to a premium skincare wellness regimen for DownThere.
Solution
We turned wiping into a conscious act of self-care and got people to realize it’s time to treat the skin they don’t see like the skin they do with DownThereCare.
And when major networks banned our ads for talking about “down there”, we created a social campaign deemed #FreedomofPeach and generated even more awareness for DownThereCare.
And when major networks banned our ads for talking about “down there”, we created a social campaign deemed #FreedomofPeach and generated even more awareness for DownThereCare.
4th Consecutive Year Named Top 3 Global Network Promoting Good Causes
2020 Global Agency of the Year
2020 & 2019 A-List & 2020 Best Places to Work
2020 Global Network of the Year
2020 Most Awarded Network
2020 Design Agency of the Year
2020 Top Places to Work
2019 North America Network of the year and 2019 Top 3 Global Network