Effie Case Study: Cottonelle Go Commando

For 10 consecutive years, Cottonelle toilet paper had seen a decline in household penetration. After its provocative “Go Cottonelle, Go Commando!” campaign, the brand finally saw a year-over-year increase in household penetration as well as dollar share. The kicker is it took only six months to see the increase and reach full-year goals.The smarts of the “Go Commando” effort came in believing so much in the Cottonelle toilet paper and its “CleanRipple” texture that it dared shoppers to use it and go commando (sans undies). The campaign pulled this off through an integrated effort led by viral videos and TV ads hosted by a British comedian/spokeswoman confronting people after they used Cottonelle toilet paper and challenging them to go commando on the spot.Product samples hit consumers in fitness clubs (perfect for those wearing yoga pants and workout gear) as well as fashion shows (where form-fitting dresses are an issue). Social media content included messaging that dared consumers to give it a try and invite others too. Digital ads ran on websites for athletic gear, sleepwear or intimate apparel, enabling viewers to use their mouse to scroll and see the CleanRipple texture of the toilet paper. At retail, touch-and-feel shelf talkers and in-store demos were executed to give shoppers a first-hand feel of the product.Cottonelle is a premium-priced brand, so the program did target women who buy competing brands of toilet paper. However, internal research showed that most women do think they’re getting clean enough results with their current brand of TP. Beyond that, the research showed that the women might be put off by Cottonelle suggesting they weren’t being clean. The campaign needed to reach women through a more fun way and suggest a sample and “dare,” as opposed to a lecture.The campaign aimed to increase households that buy Cottonelle, drive unaided brand awareness and truly differentiate Cottonelle from other premium toilet paper based on the claim that it cleans better. Per Millward Brown tracking, the shopper program scored well on all of the above. The content and messaging particularly stood out as being unique, distinct and newsworthy.

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