Agency: FCB Chicago

Do you end a hot day especially swampy? Alfred, a tour guide, needs a little extra help from his trusty Cottonelle® Fresh Care Flushable Wipes at the end of a long day. He demonstrates how his trusty sidekick, Cottonelle Flushable Wipes has him feeling shower fresh 3x Longer** than using dry toilet paper alone.

Feel like your down there is never quite clean? Connie, a dental hygienist who has a harder time keeping her down there clean than the mouths of her patients, shows how the 3 in 1 superior clean** (of removing odor,removing residue, for sensitive skin) of Cottonelle® Ultra Clean toilet paper helps those of us with hard to clean down theres.

Some of us have a sensitive down there. Meet Kelby, a tattoo artist with a sensitive down there. Let Kelby share how the Soft CleaningRipples™ of Cottonelle® Ultra Comfort toilet paper makes his sensitive down there a lot less permanent than his tattoos.

Is your down there steamy? Marge, the baker with a down there as steamy as her favorite romance novels shares that Cottonelle® Ultra Comfort is 3x more absorbent than the leading value brand.


Nearly half of consumers* are dissatisfied with current toileting solutions because brands are solely focusing on the softness and strength of products instead of solving their real needs, including reducing odor, residue, excess moisture, skin irritation, and skin protection. Cottonelle® is proud to announce the next phase of the Cottonelle® DownThereCare™ platform with the unveiling of a new creative campaign and four unconventional national advertising commercials. The campaign aims to normalize the often-avoided “down there” conversation and give consumers confidence to find solutions with Cottonelle®’s suite of products, including bath tissue and flushable wipes.

Currently, consumers are looking outside of the category to take care of their down there issues, often masking the problem rather than seeking out solutions. Many consumers don’t realize Cottonelle® products can be part of the solution to these needs. Through consumer research*, Cottonelle® has identified four of the most common down there needs - steamy, sensitive, hard to clean and swampy - and created a pivotal campaign to drive awareness around raw and honest down there conversations.

“The industry is currently speaking to people through cartoons, babies and animals, and portraying a sea of innocence versus people’s reality,” said Elizabeth Metz, North American Vice President of Cottonelle® at Kimberly-Clark. “There’s little more personal than the need for toilet paper, but the category treats it so impersonally. The new Cottonelle® DownThereCare™ campaign aims to normalize an uncomfortable conversation and show consumers that there are solutions when you feel steamy, swampy, hard to clean or sensitive down there.”

Cottonelle®’s creative campaign, created in partnership with FCB Chicago, uses live action to depict the four common consumer problem areas through memorable and humorous storylines. The ads utilize hyperbolic metaphors to bring down there issues to life.

This professional campaign titled 'DownThereCare™' was published in United States in March, 2023. It was created for the brand: Cottonelle, by ad agency: FCB Chicago. This Film medium campaign is related to the Household Products industry and contains 4 media assets. It was submitted 6 months ago.


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