Cottonelle Gets Personal—and Funny—About ‘Down There Care’

Ads for toilet paper and wet wipes have long centered on the soft and cuddly, often using mascots such as teddy bears to deliver information. While there’s no denying the appeal of a cute cartoon, this approach could also leave some consumers underprepared for the specifics of “down there care.”

Cottonelle is shifting the conversation away from the category’s typically cozy imagery with its “Tales From Down There” campaign, created in partnership with FCB Chicago and continuing the brand’s DownThereCarew platform.

The new four new spots feature more personal narratives addressing the myriad ways in which “down there care” might manifest, while tapping into comedy and visual metaphors.

The series introduces tour guide Alfred, dental hygienist Connie, tattoo artist Kelby and romance novel fan Marge. Each shares their unique needs in regard to personal care, such as Alfred’s explanation that a bus ride home after work makes him feel like he’s stuck in a swamp. To illustrate this sensation, a swamp then appears around him, sucking him into the floor.

Let’s get personal

Cottonelle debuted the DownThereCare platform in 2019 to stand apart in its sector, and has since begun telling more personal stories under that banner.

“When we realized how many needs were going unmet in the category, we saw this as a timely opportunity to put people’s needs front and center in our stories, creating another chapter of DownThereCare,” FCB Chicago chief creative officer Andrés Ordóñez told Adweek.

“Everyone uses the bathroom, but almost half are dissatisfied with what the category offers—which, today, is a soft or strong wiping device. Cottonelle believes it’s time to shift this narrowly focused category to address real people, real needs, and in real terms,” said Elizabeth Metz, North American vp of Cottonelle at Kimberly-Clark.

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.