Adverts for bathroom paper and moist wipes have lengthy centered on the tender and cuddly, typically utilizing mascots reminiscent of teddy bears to ship info. Whereas there’s no denying the attraction of a cute cartoon, this strategy may additionally go away some shoppers underprepared for the specifics of “down there care.”

Cottonelle is shifting the dialog away from the class’s usually cozy imagery with its “Tales From Down There” marketing campaign, created in partnership with FCB Chicago and persevering with the model’s DownThereCarew platform.

The brand new 4 new spots function extra private narratives addressing the myriad methods through which “down there care” may manifest, whereas tapping into comedy and visible metaphors.

The sequence introduces tour information Alfred, dental hygienist Connie, tattoo artist Kelby and romance novel fan Marge. Every shares their distinctive wants in regard to non-public care, reminiscent of Alfred’s clarification {that a} bus journey house after work makes him really feel like he’s caught in a swamp. For instance this sensation, a swamp then seems round him, sucking him into the ground.

Let’s get private

Cottonelle debuted the DownThereCare platform in 2019 to face aside in its sector, and has since begun telling extra private tales beneath that banner.

“After we realized what number of wants have been going unmet within the class, we noticed this as a well timed alternative to place individuals’s wants entrance and heart in our tales, creating one other chapter of DownThereCare,” FCB Chicago chief artistic officer Andrés Ordóñez instructed Adweek.

“Everybody makes use of the lavatory, however nearly half are dissatisfied with what the class provides—which, in the present day, is a tender or sturdy wiping machine. Cottonelle believes it’s time to shift this narrowly targeted class to deal with actual individuals, actual wants, and in actual phrases,” mentioned Elizabeth Metz, North American vp of Cottonelle at Kimberly-Clark.