Giving new meaning to a brand in a commodity category
Year: 2018
Capabilities: 456 Studios. Social.


In a category fueled by apathy, Cottonelle needed to give people a reason to care about their toilet paper.


Though most consumers may not care about the category, when asked, they all care about their overall skincare, especially down there.


Shift the conversation from a commodity toilet paper to a premium skincare wellness regimen for DownThere.


We turned wiping into a conscious act of self-care and got people to realize it’s time to treat the skin they don’t see like the skin they do with DownThereCare.

And when major networks banned our ads for talking about “down there”, we created a social campaign deemed #FreedomofPeach and generated even more awareness for DownThereCare.

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