'Go Cottonelle, Go Commando' Promotes a New Level of Clean
Jana Pijak — September 14, 2015 — Marketing
References: adweek
'Go Cottonelle, Go Commando' is a new and daring campaign by the bathroom tissue brand. Promoting its CleanRipple paper design, the company suggests that its product provides a level of clean that can't be rivaled by competitors.
Offering a superior level of clean, Cottonelle's product is presented in a set of humorous and brutally honest commercials that encourage real participants to "go commando." While some audiences have responded negatively to the risque campaign, its fearless theme and carefree tone makes it a winner among millennials who are less likely to fear bathroom activity discussions.
While most bathroom tissue brands opt for sentimental marketing tactics, Cottonelle has decided to push boundaries in a more risque way. Though some may disagree with the direction of this campaign, most younger demographics will view it as liberating rather than inappropriate and can't deny its bold impact on audiences thus far.
Offering a superior level of clean, Cottonelle's product is presented in a set of humorous and brutally honest commercials that encourage real participants to "go commando." While some audiences have responded negatively to the risque campaign, its fearless theme and carefree tone makes it a winner among millennials who are less likely to fear bathroom activity discussions.
While most bathroom tissue brands opt for sentimental marketing tactics, Cottonelle has decided to push boundaries in a more risque way. Though some may disagree with the direction of this campaign, most younger demographics will view it as liberating rather than inappropriate and can't deny its bold impact on audiences thus far.
Trend Themes
1. Boundary-pushing Advertising - The risque campaign by Cottonelle demonstrates the potential for brands to push boundaries in their advertising tactics.
2. Fearless Marketing - Cottonelle's daring and carefree approach to marketing attracts millennial consumers who appreciate bold and fearless messaging.
3. Liberating Branding - The campaign's liberating theme resonates with younger demographics and highlights the opportunity for brands to break free from conventional marketing strategies.
Industry Implications
1. Toilet Paper - The risque advertising campaign by Cottonelle opens up the opportunity for disruptive innovations in the toilet paper industry.
2. Advertising and Marketing - This bold campaign by Cottonelle showcases the potential for disruptive innovation in the advertising and marketing industry.
3. Consumer Goods - The success of Cottonelle's daring campaign suggests the potential for disruptive branding strategies within the consumer goods industry.
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