Cottonelle Says Try a Little Tenderness
Toilet paper isn�t the most glamorous item. In fact, as a commodity, there are arguably fewer products that are harder to brand. Undaunted by that, Cottonelle hit the streets with its largest ever non-traditional ad campaign. The �Be Kind to Your Behind� effort centers on the �Cottonelle Comfort Haven,� a puppy-themed bus that began hitting many major cities in North America in March.
Passer-bys are invited to partake in massages, yoga lessons or to just grab a comfy chair and relax during their busy days. The experience is symbolic of the comfort that the toilet tissue provides.
“The strategy behind the ‘Be kind to your behind’ campaign is to connect consumers with the Cottonelle’s brand-promise of providing comfort and softness in an engaging, unexpected way through a variety of communications channels – ultimately helping drive brand growth,” says Mark Worden, brand manager for Cottonelle, which is owned by Kimberly-Clark. “The campaign itself is grounded from a key insight we gained from our consumers – bottoms deserve to be looked after and deserve the same care and kindness as the rest of our bodies.”
While at the Comfort Haven, consumers will receive a Cottonelle Be Kind to Your Behind giveaway. This includes a quiz where consumers can measure how they treat their hindquarters, tips for how to provide comfort in their everyday lives and product information and coupons. Other items were being considered as well.
The campaign is supported online, via bus and train station ads, FSIs, in-store promotions, a package redesign, public relations activities as well as traditional print and TV ads. The tour will also hit Europe this summer.
If you’re looking for some soft and comfy promo products of our own, check out our Shopping List below.
Hot Marketing Promotion
Mountain Dew Gets Artsy There was a time not so long ago that Mountain Dew was commonly referred to as “Hillbilly piss.” The highly-caffeinated, low carbonation soft drink was popular with rural folk, but not many other markets. Because of that, PepsiCo set out to reinvent the brand by aligning it with extreme sports and other counterculture cues. It never looked back and today Coke, Pepsi and Diet Coke are the only soft drinks that outsell Mountain Dew.
Continuing to maintain its edgy image, Mountain Dew rolled out the first six of its “Green Label Art 2008” series of 12 collectible aluminum bottles in February. Each 16 oz. bottle carries a unique design that includes stencil art, watercolor, tattoo, graffiti and digital design. The bottles will be available at retail for a limited time with the next set hitting stores in August.
To spotlight this unique offering, Mountain Dew set up a series of events where the artists appeared to show off their handiwork. Artists included Chicago-based Chuck Anderson, a graphic artist for surrealistic kaleidoscopic skylines and ornate, handcrafted illustrations, as well as New York graffiti legend Haze. Haze has helped create logos for artists like LL Cool J and The Beastie Boys.
Attendees of each event were given their very own stencil kit so they too could re-create the bottle’s featured image on a T-shirt. “The stencil T-shirt kit was a perfect fit for Green Label Art campaign,” says Hawaii Mike Salman, partner at Seed Gives Life, an interactive and events agency in New York. “It captured both the artists’ and the program’s do-it-yourself aesthetic and empowered recipients to express themselves.”
For addition cool product ideas in the art arena, check out our Shopping List below.
Here are some cool product ideas to pump up your next promo:
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