Kleenex Cottonelle is set to ‘take the wash test’ in a fresh integrated campaign via JWT, Sydney
This Sunday, Kimberly-Clark’s Kleenex Cottonelle brand is launching ‘Take the Wash Tests’, a new commercial program that encourages consumers to think twice about the way they clean by introducing new and improved Kleenex Cottonelle Flushable Cleansing Cloths via JWT Sydney.
The campaign invites consumers to experience a new level of clean with Flushable Cleansing Cloths, which are designed to deliver a cleaner, fresher feeling than using dry toilet paper alone. Kleenex Cottonelle Flushable Cleansing Cloths are soft, gentle and refreshing, and are 100% biodegradable so you can flush them without worrying about the environment.
The integrated campaign, which launches with a TVC by agency JWT, prompts consumers to think about whether anything can really be clean without a cloth and water.
Says Michelle Rossier, marketing manager for the Kleenex Cottonelle brand: “There isn’t much you wouldn’t clean without water. We use water when we wash our cars, our windows, dishes and even our dogs – it’s the key ingredient in cleaning pretty much everything. That got us thinking: why do we only use dry toilet paper in the bathroom? Are we getting the thorough clean we expect and deserve? Can we improve it by adding water? We think so. That’s why we developed Kleenex Cottonelle Flushable Cleansing Cloths.
“The ‘Wash Test’ campaign aims to introduce and normalise the experience of adding the Flushable Cleansing Cloths to your bathroom routine and then reinforce this behaviour change.”
The campaign includes a 30 second TVC, in-store displays, sampling full sized product and digital support. Consumers are also encouraged to take the 10-day Wash Test, which prompts them to use the Flushable Cleansing Clothes alongside regular toilet paper for 10 days to experience the better clean feeling for themselves.
Creative Agency: JWT
Milly Hall – Group Account Director
Mark Harricks – Executive Creative Director
Sylvianne Heim & Alex Antoniou – Creative Team
Media Agency: Mindshare
Planner: Veronik Myburgh
Digital Agency: The Farm
13 Comments
Eesh, forced analogy/ set-up with an awkward resolve solving a non-existent problem.
that is so far beyond the deepest darkest abyss of horrible…..
Can we just get back to not talking about it….cringe.
I need to wash myself after that.
Why wasnt this shot in the whitsundays or Burneo? Johnny Lam not on Kleenex anymore?
I guess somebody at some stage thought to themselves – ‘Well, this scenario is cringeworthy and completely unbelievable, but it’s OK, we’re in ad-land here’. Ad-land is an excuse to make things funny and insightful, not to bring the client’s ham-fisted strategy to life in the most embarrassingly straight-forward way imaginable. This has English-as-a-second-language written all over it.
When marketing people are saying stuff like ‘normalise’ and ‘reinforce behaviour change’ in press releases, you know you are in for some woeful communications. My condolences to all involved.
Marketing person: ‘We even use water to clean our dogs’.
And that got them thinking, did it?
Kill me now.
Please start listening to the creatives that work on your account. Forcing them to make utter shit like this does nobody any favours.
Somebody alert The Hague because this is a crime against humanity.
Firstly, what an exercise in stupidity from the client. “We’ve identified Clear White Space in the Moistened-Arse-Wiping (MAW) segment”. This will surely remembered as a gift to humanity, the likes that have not been seen since the LG Internet Refrigerator, or the hot-dog stuffed pizza crust.
Secondly, what an ‘orrible ad. No doubt this was creative-by-committee and has been retarded (Adjective: Less advanced, esp. mentally, than is usual for one’s age. Synonyms: backward – delayed) by several strata of speedhump marketeers. And probably a dose of research to make the pot a little more bland.
Lastly, having been a real-life used of baby-wipes (recent father), the feeling is MAJESTIC. It’s like having your arsehole kissed by a unicorn.
This ad was really UP TO SHIT!! We could not believe what we were seeing & hearing.
Could this be the worst ad to ever leave an agency?
Looks to me like most of the shit got into the creative. Possibly it needs even more water.
the sh!t that just got projected into my brain can never be removed.
Sorry I was on a shoot in Thailand!