"We're setting a new standard in what you should expect in toilet paper," says Amanda O'Connor, senior brand manger for Cottonelle. "This is how we highlight our proprietary technology that gives consumers new confidence."
The ads feature real people -- not actors -- interviewed at the beach in Santa Monica, Calif., after they used the specially-formulated Cottonelle that has tiny "peaks and valleys" in the ripples. A perky British narrator then asks them if they feel "confident" enough to "Go Commando." Two folks actually take her up on the dare -- and emerge sans underwear from the loos. Each shows a wee bit of skin to demonstrate that they have, indeed, removed their undergarments.
In an effort to seriously shake-in the $9.7 billion toilet paper market, Kimberly-Clark's Cottonelle brand -- a third place laggard in the cut-throat industry -- is rolling out two new TV spots that dare consumers to "Go Commando" after using its specially-textured "CleanRipple" toilet paper.
For Cottonelle, it's all about trying to break through the clutter. The brand is trying to the toilet paper market share stranglehold that Procter & Gamble's Charmin brand has held for decades.
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