Friday, February 22, 2008

unconventional toilet paper

According to Promo Magazine, in an article titled, "Cotonelle launches major nontraditional campaign, "Cottonelle launched a major non-traditional campaign. Yes, yes, Cottonelle, the toilet paper brand with the ever so cute puppy dog as their mascot, unraveling a roll.

Kimberly-Clark has launched the largest non-traditional marketing campaign in its history to boost sales for the Cottonelle brand. With so many different brands of toilet-paper to chose from, all serving the same exact purpose , they realized they would have to do something different to sway consumers to buy Cottonelle.

The campaign, called "Be Kind to Your Behinds" starts off this month with a mix of "experiential marketing, Web sites, Internet ads, bus and train station ads, FSIs, in-store promotions, redesigned product packaging and public relations activities, as well as traditional TV and print advertising." The iconic cute Cottonelle puppy will of course be featured in all of these, to of course, maintain consistency and image.

In March, they are sending out a puppy-themed bus that will travel to major metropolitan cities across North America. The bus includes four comfort areas where visitors have access to massages, yoga, and relaxed sit it-down areas. The bus tour kicks off in March at New York's Grand Central and Penn Stations. It will then travel to Philadelphia, Chicago and Toronto, and conclude in San Francisco. Cottonelle will advertise inside and outside of the rail stations the bus visits.

They are also starting a sweepstakes in March with details to come at http://www.cottonelle.com and via in-store FSIs.

On January 7th, TV spots by JWT broke in the U.S. and Canada , as well as the launch of the remodeled Cottonelle Web site and striking print ads. Also, the this summer, the brand is debuting international campaigns across Europe.

The spend for this campaign expected to approach some $100 million, about a 25% increase over last year's outlay.

The increase represents a jump in both traditional and nontraditional media, including experiential and interactive marketing.

People are calling this Kimberly-Clark's largest nontraditional campaign, and there is much buzz about the remarkable efforts, and surprising choices.

They want to make sure people know that Cottonelle cares about our bottoms, and is positioning itself as the brand that understands the stress and discomfort many of u experience with our behinds daily, so they're brining comfort to us....and our behinds of course...


1 comment:

Kim Gregson said...

2 good posts - 10 points