Kimberly-Clark this month launched its broadest non-traditional campaign ever to support the Cottonelle brand. The effort called Be Kind to Your Behind includes a mobile tour dubbed the Cottonelle Comfort Haven and a sweepstakes as part of an integrated campaign that also includes web marketing Internet advertising bus and train station ads and FSIs as well as traditional TV and print advertising.
“We tested globally the idea that life can be tough on bottoms and we found adding this non-traditional element as a core part… was a great way to have consumers not just hear the idea but relate to it internalize it and do something with it ” Mark Worden brand manager Cottonelle told Buzz.
The Cottonelle Comfort Haven incorporates the brand’s iconic puppy in a puppy-themed bus that will launch in New York City in March and will travel through June to Chicago Philadelphia San Francisco and Toronto. Comfort areas inside the bus will offer consumers massages yoga comfortable seating and the chance to touch and feel the product.
A Be Kind to Your Behind sweepstakes offers a grand prize of an all-expense-paid trip to a luxury resort. Consumers can enter at the events or on the website cottonelle.com.
“We believe that we have a great balance of traditional and non-traditional activities to help us bring our Cottonelle brand promise to consumers when it is most relevant for them ” Worden said. “That promise is to bring them one kind thing they can do for their ‘behinds.’ The experiential piece we thought was essential to bring to folks at times they would find the idea that life is tough on bottoms at times that would be relevant to what they are experiencing.”