With the upcoming launch of a new product, Cottonelle was in need of new branding for their North American audience. While their previous campaign "Down There Care with Cottonelle" performed well for other countries, it didn't resonate with their American audience. They wanted a brand refresh and for consumers to ask more of their toilet paper.
I was one of several designers to share concepts with Kimberly Clark for what their future branding could be. After many rounds of revisions, they chose to move forward with my concept: to use a child's natural curiosity (and blunt bathroom talk) to ask questions about the toilet paper they're using, so they can snap their parents out of auto-pilot shopping.
After project approval we moved forward with high-fidelity posters based off of the initial sketches. I art directed a photoshoot with kids to capture their natural curiosity and created final designs to be tested by Millward Brown.
Based on Millward Brown's testing against the previous campaign, the new direction created more laughs, honesty, and emotional draw than their previous ads.