Cottonelle vowing to recall defective toilet paper that rolls 'under'

Posted on Thu Apr 22 2010


In January, Kimberly-Clark's Cottonelle launched a contest asking consumers whether toilet paper should roll over or under. Well, the debate was settled by Oscar time, with people in the national poll choosing "over." Now, the brand is back with the next step in the campaign to keep the conversation going. It's promising a "recall" of any bath tissue that doesn't roll over. The campaign, created by JWT London (but running in the U.S. and Canada), includes TV and outdoor ads that show the company "recalling any toilet paper which doesn't roll over." Cottonelle brand manager John Stanwood says: "We wanted to counter the theory that all toilet paper is the same and come up with an idea that was eye-catching, compelling and light-hearted." This, of course, doesn't mean that retailers are pulling any TP that mysteriously rolls "under" from their shelves. That would be silly.

—Posted by Elaine Wong

Kimberly-Clark pitting 'overs' against 'unders' in toilet-paper war

Posted on Thu Jan 28 2010

We've all had arguments like this before: Should the toilet paper roll over or under? BrandFreak is a fan of the former, though Kimberly-Clark, one of the nation's largest TP makers, is helping Americans to decide once and for all. (Thank goodness!) K-C, which makes the Scott and Cottonelle brands, has launched a contest that encourages consumers to vote for "under" or "over" at Tori Spelling and Dean McDermott are leading the charge. (Tori is "a firm believer in rolling over," while Dean is "an under kind of guy," according to K-C). You have till March 6 to vote, though we have some stats in the meantime (courtesy of K-C) that might surprise you. 1) Of 1,000 adults surveyed, one in five get annoyed when the TP is hanging the wrong way; 2) Men are more likely to notice and be pissed off (if it's not to their preferences, that is); 3) one in five admit to flipping the toilet paper if it's not to their liking, even in someone else's home. Another interesting tidbit: "Overs" are usually overachievers and super-organized; "unders" are laid-back. Those who don't care tend to "minimize conflict" and "value flexibility." OK, yes, we're in the overachiever group.

—Posted by Elaine Wong

Greenpeace makes peace with K-C over plush toilet paper

Posted on Fri Sep 25 2009


The less time I spend thinking about the American consumer's butt the better, though there's a TP war going on that's just too good to sit out, so to speak. The battle is between environmentalists who say we should be more like Europeans and, you know, rough it with toilet paper made from recycled materials, and U.S. marketers who keep pushing the multi-ply, quilted, silky soft stuff. They say we demand it; I blame those really cute animated Charmin bears. (The fluffiest paper comes from the oldest trees, apparently, and hacking them down for our momentary comfort is as Earth-friendly as driving a Hummer, according to the Natural Resources Defense Council). After a years long relentless push, Greenpeace has come to an agreement with Kimberly-Clark Corp. that has the maker of Kleenex and Cottonelle culling 40 percent of the fibers used in its tissue products from recycled paper or sustainable forests by 2011, reports the L.A. Times. In return, Greenpeace will stop flinging figurative pooh at the company.  Bathroom habits -- not the most appetizing subject -- but chances are we haven't heard the end of this debate.

—T.L. Stanley

Cottonelle slathers Aloe and E on your face, hand, legs and bum

Posted on Mon Aug 3 2009

Just how much softer can toilet paper get? A lot softer, according to researchers at Kimberly-Clark. The maker of Huggies and Kleenex has rolled out an improved Cottonelle bath tissue made with Aloe and Vitamin E. Plus, for those of you who like a clean bottom on the go, there's the new Cottonelle SoothingClean flushable moist wipes, which is also "silky smooth and soft," the company says. The ad shown here, now running, via JWT, London, opens with "the world's top skin expert" (a dog) bounding into the Cottonelle Institute (a space-age structure built into the side of a remote island) to check on the comfort level of his patients. "Two thirds of women have sensitive skin. Maybe you're one of them," the voiceover says. Take home lesson: "Be kind to your behind," as the spot says.

—Posted by Elaine Wong



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