Mar 24, 2008 6:05 AM, PROMO Xtra, By Amy Johannes

Cottonelle is hitting the road in a decked out bus to get people to be kinder to their behinds.

Kimberly-Clark’s Cottonelle brand wants people to be kind to their behinds, a theme carried by its new bus advertising campaign.

The company transformed buses in five major markets to look like its puppy mascot. On the bus, called Comfort Haven, visitors can sit in paw print-shaped chairs and receive a free neck and shoulder massage, while comforting their behind, said Mark Worden, Cottonelle brand manager.

In the next area of the bus, people can get tips from fitness expert Ary Nunex on basic stretches to ease the pain on their gluteus maximus.
Cottonelle products are on display.

The first stop was in New York City last week. Other stops include Toronto, Chicago, Philadelphia and San Francisco. The tour will run through mid-summer.

“The world is a tough place for a behind, whether it’s a daily commute or long days at work in front of a computer,” Worden said. “We’re putting our behinds in very uncomfortable situations. With our campaign, the Cottonelle brand is calling attention to the ways people are unkind to their behinds.”

Visitors can also enter a sweepstakes on the bus for a chance to win a luxury spa getaway and the chance to meet actress Judy Greer. Ten grand-prize winners will receive a trip for two to St. Regis Resort in Monarch Beach, CA, airfare and hotel accommodations, a gift basket and $5,000 spending money. Weekly winners will receive a $250 retail gift card.

At the end of the tour, Cottonelle is encouraging people to take a video pledge that they will be kinder to their backsides. Videos will have a shot to be integrated on the brand’s Web site.

“It’s a great way in a digital world to get consumers involved in the promotion,” Worden said.

Entries will also be accepted online at http://www.Cottonelle.com or via text message. People can text the keyword comfort to 72579 through June 1.

Visitors to Cottonelle.com can create their own pledges and upload photos. People can also rate other submissions. As a reward, Cottonelle will distribute coupons for its products.

DON'T MISS AN ISSUE! PROMO Magazine provides insights into using promotion marketing as strategic, measurable component of an overall marketing mix. DON'T MISS OUT on "how-to" information on strategies and tactics successful marketers use to improve product sales and brand image. Renew your subscription Subscribe to the magazine Sign up for email newsletters

A panel of professionals answers your questions. Submit your questions.
		Michael McKelvie Gift Cards and Reward Cards
		Bob Bell Tie-in Partnerships
		Dave Hunt Rebates
		Bruce Hollander Sweepstakes
		Joel Parent Interactive
		Become an Expert More Info