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Cottonelle's New Campaign Wants You to Take Care of Your 'Down There'

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FCB Chicago launches its first creative work for the brand 'downtherecare'

Cottonelle's New Campaign Wants You to Take Care of Your 'Down There'

Research suggests the average person visits the bathroom five times a day, using 6.7 toilet paper sheets per visit. Unfortunately, frequency is not usually linked to mindfulness. The challenge of overcoming category apathy is at the forefront of a new campaign, 'downtherecare' from Cottonelle, that launched this week from FCB Chicago. 

'downtherecare' aims to disrupt the cycle of habitual usage by urging consumers to rethink wiping as a conscious act of self-care. Well + Good, among others, recently named 'Big Bush Energy' a 2019 trend, indicating the market is open to a more honest conversation around “down there” care products. Cottonelle is confident its CleaningRipples – an innovation with stopping power as compelling as the creative – could be just what consumers need to wake them from their complacency.

This will be the first creative to market for FCB Chicago since being appointed global AOR for Cottonelle and Kleenex. Supporting creative will highlight surprisingly obvious moments where choosing Cottonelle toilet paper and flushable wipes is consequential to moments that matter.

Liz Taylor, chief creative officer of FCB Chicago, comments: “Why don’t we treat the skin we don’t see like the skin we do? Beyond creating a campaign, we wanted to share this behavior-changing idea with consumers to transform their relationship with the category, and get them to actually care about what they wipe with down there.”

Ken Champa, senior brand manager of Cottonelle, says: “While consumers ask a lot of their beauty and grooming products, we found they are overlooking toilet paper or flushable wipes as part of a personal care routine. The ‘downtherecare’ program urges people to rethink that – highlighting the importance in delivering a superior clean that leaves you feeling clean, fresh and confident.”

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Advertiser: Cottonelle

Post Production / VFX

Colourist: Roman Mendez

Producer: Ben Nirchi

Motion Designer: Brian Steckel

Artist: Jim Barrett


Sound Engineer: Jason Ryan

Producer: Alex Bartczak

Assistant Engineer: Batsi Zesaguli

Creative Agency

Creative Agency: FCB Chicago

Chief Creative Officer: Liz Taylor

Executive Creative Director: Lisa Bright

Creative Director: Nok Sangdee, John Potter

Art Director: Brian Lamy

Copywriter: Brandon Jessee

SVP Creative Director: Colleen McTaggart

Senior Art Director: Franki Geib, Julia Mathews

Senior Copywriter: Rachel Chapman, Kate Cullen

Head of Design: Kevin Grady

Senior Designer: Mo Hy, Jackson Bernard

Chief Strategic Officer: John Kenny

Strategic Planning Director: Nancy Khurana

Analyst, Strategy & Insights: Eric Chun, Jordan Snyder

Group Management Director: Gwen Hammes

Managing Director: Meredith Goodspeed

Account Executive: Angelica Heng

Director of Integrated Production: Will St. Clair

Head of Print Production: Julie Regimand

Group Executive Producer: Stephen Clark

Senior Producer: Matt Hines

Executive Integrated Producer: Lindsay Tyler

Art Buyer: Jamie Zimmerman

Chief of Integrated Services: Kerry Hill

Senior Post Producer: Becky Levi

Production Company

Production Company: Unheard/Of

Director: Chris Volkmann

DOP: Joel Voelker

Executive Producer: Matthew Ackerman

Producer: Katherine Pacula, Robyn Farnham

Production Design: Sean Genrich


Editor: Dave Cullen

Edit Assistant: Zoe Kraft

Genres: Animation, Comedy

Categories: Home, Toilet Paper

FCB US, Thu, 21 Feb 2019 12:03:57 GMT