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 softness 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 TP?

2016 Bronze Effie Winner
2016 Silver REGGIE Winner