Kimberly-Clark / Cottonelle
Mindshare Canada / Ogilvy & Mather
In today’s world of oversharing, almost anything can be openly discussed when it comes to sex. But still, nobody openly talks about how to clean up before and after sex. Toilet paper can leave bits on your skin, towels are just gross, and baby wipes don’t fit the moment.
Cottonelle FreshCare Cleansing Cloths offered Canadian’s a better clean up solution for the bedroom. Working with Ogilvy & Mather, the sexting emoji’s eggplant and pussycat were integrated into custom-developed OOH and dating app creative which was used to encourage awareness, engagement and trial with the brand.
For the weekend of Pride, Church and Maitland’s popular Garage restaurant hosted two digital touch screen boards where passersby were encouraged to work to get a Cottonelle FreshCare sample. The unit featured the eggplant on one and the pussycat on the other.
Playing with the kitten’s nose turned her eyes into hearts, and stroking the eggplant caused its top to pop off. As the 17-second interaction was engaged with, brand ambassadors introduced the product and spoke to its benefits. On completion, they would receive a sample.
Torontonian’s looking to hook-up through online dating apps like Grindr were geo-targeted and experienced a touch activated engagement mimicking the OOH creative, then delivered a coupon on their phones for the week leading up to and including Toronto Pride.
Over 95% of consumers interviewed agreed that they are more likely to buy Cottonelle Cleansing Cloths after their experience. Over 87% of people questioned acknowledged that Cottonelle Cleansing Cloths would be useful before and after intimate occasions.
Brand: Kimberly-Clark / Cottonelle
Agency: Ogilvy Canada
CCO: Brian Murray
Group CD: Chris Dacyshyn
Group CD: Julie Markle
Copywriter: Max OssRech
Copywriter: Pam Danowski
AD: Joe Morris
AD: Heather MacDonald
AD: Amy Fernandes
Director, Account Management: Aviva Groll
Account Supervisor: Samantha Weisbarth
Planning Director: Michelle Lee
Digital Strategist: Robyn Hutman
Video Producer/Editor: Eric Thompson
Media Agency: Mindshare Canada
Senior Planning Associate: Alexia Gonsalves
Associate Planning Director: Alana Karelson
Manager Digital Trading: Michaela Ryan
Digital Associate: Fatima Ibrahim
Planning Director: Katherine Upton
Director, Marketing & Sales Strategy: Therese Brisson
IMP Director: Mitch Faigan
Brand Manager: Stephanie Zhuang
Digital & Social Marketing Manager: Ali Ruffo