COTTONELLE

Redefining what "clean" means.
​

Challenge
Cottonelle needed to convince consumers that dry toilet paper alone wasn't enough — and introduce a new habit without making people uncomfortable.

​

Insight
When it comes to cleaning almost anything else, people instinctively reach for water. Why should personal hygiene be any different?
 

Solution
We put that logic to the test with a hidden-camera social experiment, exposing the inconsistency in people's everyday cleaning habits and making a compelling case for Cottonelle Flushable Moist Wipes.

​