Not all toilet paper is created equal, as we all know. The challenge for marketers is explain why theirs is better--gentler, softer, kinder to the skin--in a meaningful way beyond what words alone can capture.
Words tend to dance around the issue.
Maybe a bus would do it, thought the folks at Cottonelle, a bus that travels about handing out samples of their product but in the coziest, most inviting of environments.
The theme? What else? Be kind to your behind.
A new ad campaign with that theme launched last week. The bus tour begins in March.
Decked out to look like a puppy, which is the company’s logo, the bus will be called the Cottonelle Comfort Haven and stop at malls and elsewhere.
Inside the bus, people will find plush chairs to rest their bottoms, a yoga area where they can learn the benefits of sitting properly, massages, and of course an area where consumers can feel and learn about Cottonelle products.
The idea is to draw an all-important connection between comfort and the human behind.
"What we found out was people will go to great lengths to take care of different parts of their body," says Joey Mooring, a spokesperson for Kimberly-Clark, based in Dallas. "But one they wouldn’t take time to take care of is their bottoms."
Says Mooring: "Bath tissue is one thing you can do for your behind."
The bus will stop at parks and malls in New York, Philadelphia, Chicago, Toronto and San Francisco.
