Cottonelle's new ad campaign,
"Come Clean," blends cleanliness and self-esteem.
The FCB creative launched across across linear and CTV networks (NBC, Disney+, Paramount+), as well as online video platforms YouTube
and various paid social channels.
The campaign is based on research that found people don't feel clean after using toilet paper — and that hygiene sensitivity can affect their
confidence.
"Come Clean" suggests that when you feel clean on a personal level, you can come clean — speak your mind — about something else. Spots include Algebra and Football.
“Clean” means much more to our customers.
It’s part of who they are. So, we focused on relatable experiences that are funny and empowering to show what’s possible when you have confidence,” Tom Flanigan, creative director,
FCB Chicago, told Out To Launch.
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