People long have taken for granted that some categories, such as toilet paper, truly are recession-proof. Turns out that, like many assumptions, is wrong.
Tag: toilet paper
Cottonelle, Kimberly-Clark's toilet tissue brand, will take to the Academy Awards broadcast to announce the winner of its "Great Debate" campaign that featured a national poll asking consumers whether toilet paper should be hung so that it rolls over or under. The ads conclude the campaign, but launch something new, as well. The brand will run a pair of ads during the Academy Awards on Sunday that announce which roll orientation Americans prefer and introduce a new product enhancement.
With the prevalence these days of commercials for erectile dysfunction drugs and risqué network programming, however, tissue brands also are growing more frank. In a 2008 Cottonelle spot by JWT, New York, actors sat on scorching car hoods or fell on their posteriors while rollerblading, and a voiceover intoned, “The world is a tough place on bottoms.” The campaign introduced a slogan still used today: “Be kind to your behind.” Now a new JWT campaign for Cottonelle, a Kimberly-Clark brand, makes an even more direct appeal. A commercial shows the brand’s puppy mascot scampering through a health spa, as the voiceover recommends that “the gentle care you give to your face, hands and legs, also goes to your tush.”
The company that took control of the White Cloud brand years after Procter & Gamble Co. discontinued it and helped turn it into a Walmart private label is putting the rights to the brand name up for sale -- albeit for uses outside paper products in the U.S.