This ongoing campaign will feature packaging redesigns for all products, including Ultra Comfort and Ultra Clean toilet paper, and FreshCare and UltraFresh flushable wipes, which will use color coding to represent the unique features of each.

“Looking ahead, Cottonelle is committed to ensuring everybody, everywhere has the care down there they deserve. We’re not shying away from these hard-to-have conversations, and consumers can expect subsequent campaigns to address down there care in a similar way,” Metz added.