Cottonelle Go Commando

How does the #5 brand come from, well, behind to take on the category?

The toilet paper category is filled with the dichotomies of soft versus strength. Double and triple roll math and confusion at the shelf caused shoppers to decide based on price. No single brand was providing a true point of difference. But Kimberly Clark was launching CleanRipple texture, a performance edge on what matters most–clean. So, what’s the ultimate torture test for a t.p.?

2016 Bronze Effie Winner
2016 Silver REGGIE Winner