COTTONELLE
Test Your Cleaning Logic
PROBLEM
To sell more flushable moist wipes, we needed to get people to rethink a bathroom routine they’ve had since childhood - a topic most don’t want to talk about
TRUTH
People use water as an essential element for cleaning everything in their lives... but their butts
PERSPECTIVE SHIFT
From tiptoeing around a taboo topic to suggest a new routine
To revealing the inconsistency with how people clean everything else