LET'S TALK ABOUT PERSONAL HYGIENE ‒ FCB CHICAGO AND COTTONELLE ARE BREAKING TABOOS

When it comes to personal hygiene, there are some topics that are simply uncomfortable to talk about. But that doesn't mean we should completely avoid and sweep them under the rug. After all, our body is our home and we have no more important task than taking care of it.

That's why the latest Cottonelle campaign, Tales From Down There, has decided to break down taboos related to personal hygiene. While many product advertisements like toilet paper rely on cute and cuddly mascots and animals that would further soften the "problem," Cottonelle has a different approach this time. In collaboration with FCB Chicago, this well-known brand has decided to use a combination of personal narratives, comedy, and visual metaphors to address the many different ways people approach personal hygiene.

The campaign is designed to be integrated, showing the unique needs and problems of four different characters. From a tour guide to a romance novel lover, each character has a story about "down there care." And instead of shying away from these specificities, Cottonelle's campaign addresses the real needs of real people.

The DownThereCare platform was launched by Cottonelle in 2019, with the aim of standing out in a crowded market. The platform is about putting people's needs first and center, writing a new chapter in the brand's story. According to FCB Chicago's Chief Creative Officer Andres Ordonez, the campaign is an opportunity to address many unmet needs in the personal hygiene category.

Elizabeth Metz, Vice President of Cottonelle in North America at Kimberly-Clark, says the brand is committed to shifting the focus of the personal care category to meaningfully address real people and their needs. While everyone uses products like toilet paper, almost half are dissatisfied with what is offered. Cottonelle's new campaign aims to fill this gap by showing that "down there care" is more than just soft or strong papers for wiping – it's about fulfilling the needs of real people in a way that is easy to identify with on a personal level, and that is also efficient.

Why is this campaign important? Because it's time to start openly and honestly talking about personal hygiene and the challenges we encounter along the way. By addressing the needs of real people in a meaningful way, Cottonelle is breaking down barriers that have traditionally made these conversations uncomfortable. And that's a step forward not only for the toilet paper and personal hygiene product industry but also for open and honest communication about our bodies and breaking down any taboos and shame that usually come with them.

Source: Adweek