Dog sniffs at bottoms in ‘edgy’ ad for Kimberly-Clark’s ‘life changing’ toilet paper with ‘Gripples’, for a cleaner wipe

Kimberly-Clark has released a new sort of toilet paper distinguishable by ‘Gripples’, ripples on the paper that supposedly clean better.

The campaign, described in a Kimberly-Clark press release as “a little edgier” than past efforts for toilet paper, began with an unbranded teaser this week, which asked ‘Have you been grippled yet?’ The teaser claimed ‘Gripples might just change your life’.

The TV ad features a puppy that sniffs at people’s rear-ends to see whether or not they’ve been using toilet paper with Gripples.

A press release from Kimberly-Clark reads: “While a little edgier than previous Kleenex Cottonelle brand campaigns,
the aim is to attract more premium brand switchers, who represent 60% of the market, by communicating the strength of Kleenex Cottonelle as well as the softness it’s renowned for.”

Marketing manager for Kleenex Cottonelle brand, Michelle Rossier said: ‘People use personal care products to feel clean and fresh all day, however they don’t connect this feeling to the toilet tissue they buy. The new campaign positions Kleenex Cottonelle brand as the toilet tissue that provides you with a superior level of clean.”

The campaign gives the Kimberly-Clark Cottonelle brand differentiation in a homogenous category, Rossier added. “More importantly, it resonates with brand switchers who make a clear connection with the new product without alienating our Kleenex Cottonelle loyalists,” she said.

The campaign included digital, in-store, out of home and sampling to encourage consumers to ‘spread the Gripple effect’.


Creative agency: JWT
Adrianne Nixon – Group Account Director
Mark Harricks – Executive Creative Directors
John Lam & Laurie Geddes – Creative Team

Media agency: Mindshare
Planner: Veronik Myburgh


  1. AdGrunt
    6 Jul 12
    8:47 am

  2. Erm. Yeah. Sure.

    So is the prop: wipe your arse with Gripple (?!) bog-roll or you’ll smell like a tramp?

    Even with the puppy, it’s a bit rum.

    My view is that once you’re out of the sandpaper stuff, it’s all much of a muchness. Not sure ATL is the place to land this idea.

  3. The bigger problem
    6 Jul 12
    9:30 am

  4. It’s not the ability to clean that makes most Australian toilet paper horrific. it’s the way it leaves tiny paper fibres all over the places you (or your lovers) don’t want them. (Kleenex included.)

    All toilet paper manufacturers should do the ‘stubble man nose blow’ test. If a man with short stubble can blow his nose on the toilet paper, without getting mini fibres all over his pokey bits, it’s good to go.

    FYI – the only mainstream toilet paper I’ve found that doesn’t do this (as badly) is Quilton.

    Sorry, I’ve hijacked a poo thread.

  5. Nat
    6 Jul 12
    9:53 am

  6. wow, thats pretty gross. The cuteness was overpowered by the grossness.

    Adgrunt, i dont think its smell like a tramp, its smell like poo.

  7. Marcus W
    6 Jul 12
    9:58 am

  8. Somebody forgot to tell Kimberly-Clark that ‘gripples’ already exist, and if you put them on your toilet paper, your backside will be worse for wear:

  9. Josh
    6 Jul 12
    10:07 am

  10. Cottonelle is the worst toilet paper I’ve ever used – it always falls apart, leaving you with little bits of toilet paper dust everywhere! As a staunch Kleenex buyer who’s been forced to buy Quilton since the launch of Cottonelle, I say fix the product before the marketing.

    Not sure I want to see a toilet paper sampling campaign in Wynyard or Martin Place either…

  11. R Swipes
    6 Jul 12
    12:24 pm

  12. Quilton double strength wins by a finger

  13. mia more
    6 Jul 12
    12:27 pm

  14. It’s a bit worrying that they don’t want their branding to appear on their advertising.

  15. JayJay
    6 Jul 12
    12:28 pm

  16. I agree with ‘Josh’ & ‘The bigger problem’… I never had a problem with toilet paper falling apart and leaving you with little bits of toilet paper dust everywhere, until I moved to Aus?

    The snow beard is not a good look… I agree: fix the product!

  17. Who me bitter?
    6 Jul 12
    12:35 pm

  18. Not sure i’d be using – or repeating – the word ‘spread’ in the final seconds of this one.

  19. Hmmmm...
    6 Jul 12
    2:08 pm

  20. Political correctness gone mad.

    If they were allowed to show a side-by-side comparison of two arses, one shitty and one clean, they wouldn’t need to use this puppy dog metaphor.

  21. Wierd
    6 Jul 12
    4:25 pm

  22. Ummm, meanwhile a dog would be more likely to like smelling your butt if it DID smell, not the other way around. So the people it likes sniffing (ie Cottonelle users) are probably more stinky than that tradie. Unresolved concept, but would work better for those wet wipes that actually DO clean.

  23. Mike
    6 Jul 12
    5:51 pm

  24. Dear God – the unadulterated hell of working on a client/product like that.

    Every discussion where faeces is the elephant in the room. Oh, the horror.

    There but for the grace of God goes all.

  25. rosem'ry bertel
    9 Jul 12
    11:58 am

  26. “Faeces is the elephant in the room”

    Try a roomful of male clients discussing sanitary napkins.

    And taking it seriously. V. seriously.

    And twenty years ago.

    I tried for a touch of levity with the suggestion for
    a “Free Trial Period”.

    Subsequently castigated for being frivolous.

    Them’s were the days.


  27. Dianne lucas
    11 Jul 12
    4:14 pm

  28. I think the add is quite distasteful

  29. Clare
    15 Jul 12
    8:59 pm

  30. My husband is a farmer and uses Gripples on his barbed wire fence. As a mum of 4 boys does’nt appeal to me & i buy the loo paper.

  31. Anonymous
    16 Jul 12
    10:55 pm

  32. this ad quite simply stinks, it is shit. makes me feel ill when i see it. would never buy this loo paper.
    Mum of four.

  33. 1.Anonymous
    19 Jul 12
    3:29 pm

  34. That ad stinks, its disgusting. As soon as I see it ill change the channel straight away. My whole family thinks it gross. Wont be buying this toilet paper. Get a new marketing team Kimberly-Clark .

  35. Disgusted
    22 Jul 12
    9:43 pm

  36. Gross, gross, gross commercial. They honestly sat around a board room and said “Yep, we’ll go with the one with the puppy sniffing bottoms.” ???

  37. Anonymous
    24 Jul 12
    9:45 pm

  38. Kleenex have disappointed me. I have used their products exclusively from birth into my going on 60th year. NOW I have to look for the SOFTNESS and STRENGTH and RELIABILITY that I have always known Kleenex to be known for, to be a totally different entity. Kleenex is no more. Yes, I expressed my disappointment to the Company. The response was hmmm….

    Toilet paper from Kleenex now is harsh. I will not buy it again. Viva Paper Towels were my fav as well BECAUSE they had the big ripples that caught EVERYTHING.

    Kleenex now employs someone it seems who thinks they need to change everything to prove themselves.



  39. Anonymous
    24 Jul 12
    9:49 pm

  40. And what about the baby wipes that have the “cottonelle” type wee and other stuff trapping grooves. ? The new grooves are hard. Do we wipe baby bottom with hard stuff or do they stay the same, or do we go back to not soaking up so well anymore? …

  41. Dave
    27 Jul 12
    2:48 pm

  42. Well, this is rather a “first world” problem, isn’t it. That disclaimer out the way there was really something about this ad that annoyed me.
    I don’t know why. I have a bum. My Poo does not come out in a plastic bag. I have never been overly sensitive about this. But that annoying little dog wandering around sniffing rectums really just turns me off. Almost as bad as the irritating little fat kid that used to do the other one.
    My family used to use this product and since the change won’t be. I am sure that any Somali kids that pause in their struggle for existence long enough to read this post will share our pain.

  43. Bob
    27 Jul 12
    3:27 pm

  44. Have to agree with Josh and R swipes..

    Kleenex loo paper is dreadful – it tears apart while you are wiping your bum.

    I have had to switch to Quilton which works a treat. I don’t remember Kleenex loo paper being so dreadful when I grew up.

    Forget the gripples Kleenex – fix your product so that it doesn’t tear in use.

  45. Arnoldolino Smeeps
    28 Jul 12
    2:13 pm

  46. This ad sickens me. Kleenex, for god’s sake fire your marketing team. Think about it. A dog runs around sniffing peoples arses and detects remnant faecal matter betwixt the buttocks of some poor slob. Why pollute our lives with such a disgusting story. Do you think it is funny? Really? Perhaps you think a poo-detecting puppy is cute? Fail.

    Or is your goal to insidiously afflict your consumers with unease and guilt, that they too may not pass the shitty arse test and my end up being “outed” by the neighbourhood puppy, only to be forever ostracised by their community as the freak who cant clean his own arse.

    I think your ad is unfunny (and if some do find it funny it is pandering to the basest form of humour: “ooh he did a poo and now his bump stinks! haha hilarious!”). It is uncute. And worst, it is manipulative, in trying to guilt people into using your rectal wipe over your competitors (who to all accounts make a better product, anyway)

    Find a less disgusting, tacky and manipulate way to sell your crappy bog roll, kleenex.

  47. Lee
    2 Aug 12
    1:30 pm

  48. two word review “shit ad”