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