Dive Brief:

• Kimberly-Clark brand Cottonelle is expanding its new campaign, "Down There Care," that encourages consumers to "treat the skin they don't see as well as the skin they do see," per a news release. 
• The marketer of toilet paper and flushable wipes partnered with Jodi Shays, founder of Queen Bee Salon and Spa, to promote the effort and its CleaningRipples Texture wipes. Shays, who has two decades of skincare experience and is popular with celebrities, will share her expertise on clean confidence. 
• The integrated campaign includes digital and TV spots, including six-second ads, and highlights moments when choosing Cottonelle is "consequential to moments that matter," such as preparing for a beach vacation or meeting a significant other's parents. 

Dive Insight:

Cottonelle is encouraging consumers to consider its toilet paper and flushable wipes as a key part of their self-care and grooming routines with a lighthearted and innuendo-filled campaign. It was inspired by the brand's internal research showing that 46% of Americans have a daily "down there care routine" and that 54% of those surveyed feel a confidence boost when they feel extra clean after using the toilet. 

The brand hopes to broaden its reach by partnering with skincare influencer Shays and focusing on its products' clean-confidence properties. By taking a humorous approach to highlighting often awkward "everyday moments" when Down There Care is essential, Cottonelle is also aiming to spark a reaction with viewers.

Humor can help brands build an emotional connection, and continues to be a focus for the Kimberly-Clark line. In 2015, the brand unveiled a "Go Commando" campaign suggesting that its CleaningRipples will give users the confidence to go about their business without wearing underwear. 

Cottonelle has faced some backlash, including boycott threats on social media, for featuring a same-sex couple in recent spots attached to its "Down There Care" push. The brand has defended the ads and reiterated its commitment to diversity, the Advocate reported.

Brands seen as LGBTQ-friendly influence purchasing decisions for 70% of consumers, according to an INTO and Brand Innovators survey. More than one-third of consumers are more likely to purchase from brands that include LGBTQ themes and people in ad campaigns. However, 53% of marketers target 0% to just 4% of their marketing campaigns to LGBTQ audiences each year.