Kleenex launches new ‘Flushable Cleansing Cloths’ campaign
Kleenex has launch new campaign promoting their new range of ‘Flushable Cleansing Cloths’ which aim to promote the use of wet wipes in the bathroom.
The campaign, for the Kimberly-Clark brand, launches this weekend and shows a man attempting to clean a window without water, producing a grating, squeaky noise. An onlooking woman advises he “obviously” needs water, followed by the voiceover – “think twice about the way you clean”.
Michelle Rossier, marketing manager for the Kleenex Cottonelle brand, said in a statement: “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”.
Developed by JWT, the campaign features a 30 second TVC, digital support and in-store displays, sampling full-sized product. The campaign implores consumers to take the 10-day ‘Wash Test’, which “prompts them to use the Flushable Cleansing Cloths alongside regular toilet paper for 10 days to experience the better clean feeling for themselves”.
The ad will be on air from this Sunday onwards.
Credits:
- Client: Kimberly-Clark
- Advertising: JWT
- Digital: The Farm
- Media: Mindshare
Courtney Robinson
topics
Kimberly-Clark
I don’t really think the ad is to “promote the use of toilet paper outside the bathroom” is it? That would be just plain wrong.
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I like my toilet paper ads with cute puppies and not much else.
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Thank you Kleenex for solving my dry toilet paper problems
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Just another unnecessary product being foisted on us by these corporate giants.
It’s all about them (and sales), not us.
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Tim, this is a post for mornings, not early on a Friday afternoon.
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No wonder the planet’s f@cked…
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Thank god I am not working on this campaign.
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How can we get people to consume more? Invent a problem make people feel they have that problem offer the solution. Marketing at its least consumer centric.
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Good on them for thinking up a new product and creating a need (that is what good marketing is about isn’t it?).
However the conversation in this scene is weird. Cute girl has a hairy window washer point at his butt and say ‘you need water when you wipe it’…. and finds that endearing?
The only logical answer I could think of is all her friends decided to get one over her because she has a known ‘dry-bottom’ and hired an actor to prank her.
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Wish my partner had been using these instead of baby wipes when the wipes blocked our loo and cost us a $200 plumbing bill.
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Flushable !!!!!More polution in our systems and water ways – they should be ashamed of themselves
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I’m going to call it early;
Toilet paper to wet wipes to wetter wipes to a sudden re-emergence of the Bidet!
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awesome,
i often have trouble with dry paper
this is the best idea ever
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You got it! Best way to clean that window is with a water blaster so nothing but dirt goes down the drain.
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actually, it was a revelation to me, when in the desert, i discovered cleaning dishes with SAND and DRY, was super effective, used NO water, and dusted off clean.
it was awesome.
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What a load of crap! (excuse the pun). Corny ad attempting to entice us to consume more paper, more packaging and pollute more. Shame on you Kimberly-Clarke!
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This add is just stupid … i want to slap that guy myself. Why not have someone in the shower covered in soap with no water or something … a dry window washer, puhleeez
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The ad just does not make sense- I cannot see the relationship between no water for washing windows and the wipes- he is not using the wipes just a screechy window wiper – puts me off the product as the ad is stupid.
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