- Cottonelle is partnering with actor, comedian and former physician Ken Jeong to introduce a private care marketing approach that it calls “assvertising,” per a press release. Jeong features in a web based video in regards to the effort.
- Consumers can visit a microsite through July 26 and submit a video that describes their “down there situation in a clever but clean way.” The Kimberly-Clark brand will select 4 applicants as “assvertisers” who will receive $10,000 each and be expected to develop social content, amongst other responsibilities.
- The effort, which fuses raunchy humor with a star brand ambassador and user-generated content, builds on the brand’s DownThereCare campaign, which launched earlier this yr.
Cottonelle is getting to the underside of how consumers speak about their “down there” situations with a comical effort that seeks not ambassadors or influencers, but assvertisers. The Kimberly-Clark brand is positioning itself as one focused on real consumer needs, not only marketing around how soft and powerful its product is.
“Many consumers don’t understand that they’ll find solutions to their down there situation in the bathroom paper aisle,” said Elizabeth Metz, North American vice chairman of Cottonelle. “Cottonelle has a full suite of products that talk to the assorted situations all of our down theres have, whether we’re steamy, sensitive, hard to clean, or swampy, and we hope our first-ever Assvertisers will help us normalize the conversation around down there care and shine light on the solutions.”
The effort builds on a previous DownThereCare campaign created with FCB Chicago that depicted the identical 4 common problems — steamy, sensitive, hard to clean and swampy — with a similarly humorous tone that dispenses with the cuddly bears and babies that always appear in toilet paper ads.
To find its assvertisers, Cottonelle has launched a microsite that can collect personal information and video messages — that will not be inappropriate or vulgar, per contest details — from consumers. Winners can be notified by email in mid-August and can receive $10,000 and a pair of Cottonelle joggers that they’re expected to wear in public and in social content that the brand will likely use by itself channels.
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