K-C's Cottonelle Takes "Toilet Talk" Mainstream
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Kimberly-Clark, Dallas, Texas, USA, maker of bath tissue Cottonelle, says it is looking to open the door on bathroom conversation, adding that "toilet talk is about to go mainstream." Cottonelle wants to get North Americans "talking about their bums and on the road to a better way to clean ‘down there' by using the Cottonelle Clean Routine—combining dry toilet paper and flushable wipes for a cleaner, fresher experience."
With the help of London-based immersive journalist, Cherry Healey, Cottonelle is helping consumers to "open up" about their bathroom behaviors and "makeover" their old toileting routine. And with a sleek, newly designed dispenser for Cottonelle Flushable Cleansing Cloths, Healey is set to start the conversation this week.
Unfortunately, since bathroom habits are not something that people regularly talk about, many people don't know that there is a better way to feel clean and fresh than just using toilet paper alone, Cottnelle says. According to a recent survey, it adds, one third of Americans find "wiping your bum" to be the most taboo topic likely because more than 50% say they were raised not to discuss what happens behind the bathroom door. However, it seems America is ready to open the door to this topic since 80% say they would be comfortable talking about bathroom habits with others.
"These things can be embarrassing subjects, but that's why I'm here...so we come out from behind the bathroom door to talk about it!" Healey explains. The commercial program launches this week with Healey leading the conversation on bathroom habits. Integrated marketing efforts span across media placements, retail and shopper marketing, public relations, digital, and advertising to drive awareness and encourage consumers to "Talk about Your Bum" on- and off-line.
As a documentary filmmaker, Healey isn't afraid to talk about things that others may shy away from, Cottonelle notes, adding that her humor and charm have helped people open up to her about all kinds of "taboo"-yet-common experiences—from sex to childbirth. As a user of the Cottonelle Care Routine herself, she'll combine her professional and personal experience to talk to everybody, everywhere about their bums, and how they can use the Cottonelle Care Routine to be ready...for anything.
Ironically, Cottonelle reports, while some people are hesitant to talk about bathroom habits, "many of us have a habit of talking while in the bathroom." More than 60% talk on the phone and nearly 40% email while on the toilet. Cottonelle says that it knows all too well that bathroom habits aren't discussed as often as they should be. "As progressive as our society has become, we know that most consumers are not discussing the details of their bathroom routine," says Mike Haley, Cottonelle marketing director. "That's why we're teaming up with documentary filmmaker Healey to start this conversation about using dry and moist and help people open up and understand that there's a better way to feel clean and fresh in the bathroom versus dry alone."
The goal of K-C's latest campaign with Healey is for the Cottonelle Care Routine to become a regular bathroom habit, so much so that having wipes on hand become part of bathroom etiquette. Right now, the company says,most Americans agree that not wiping off the seat (94%), forgetting to flush (92%), and not refilling toilet paper (74%) are offensive bathroom behaviors. One quarter (25%) of Americans agree that not having flushable wipes is offensive but that number could increase as more people adopt the routine.
More information about the campaign is available online.
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