Cottonelle Launches Major Non-Traditional Campaign

New packaging for Cottonelle is one component in a major campaign

Kimberly-Clark has launched the largest non-traditional marketing campaign in its history to boost sales for the Cottonelle brand.

The campaign, tagged "Be Kind to Your Behind," debuts 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 Cottonelle puppy will play across all channels.

In March, the Cottonelle Comfort Haven gets underway featuring 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 places to sit. Outdoor ads in rail and bus stations, as well as other high traffic locations, will support the Comfort Haven. A sweepstakes also breaks in March with details to come at http://www.cottonelle.com and via in-store FSIs.

TV spots by lead agency JWT in the U.S. and Canada broke yesterday, followed by the launch of the remodeled Cottonelle Web site and print ads.

This summer, the campaign will roll out throughout Europe under multiple brands.

"In a world that can be tough on bottoms, Cottonelle brand bath tissue is one kind thing that you can do for your behind," said Alan Loux, vice president of brand development for K-C.