JWT Kleenex campaign aims to normalise a wet wipe
JWT has designed a campaign for Kleenex Cottonelle wet wipe brand, tackling the spiky subject of anal cleansing.
The advert likens dry-wiping the bottom after a trip to the toilet to cleaning a dirty window with a dry rubber squeegee. The campaign aims to normalise the practice of using a wet wipe instead of relying solely on a dry wipe.
"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?” asks Michelle Rossier, marketing manager for the Kleenex Cottonelle brand.
“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.
"The 'Wash Test' campaign aims to introduce and normalise the experience of adding the Flushable Cleansing Cloths to your bathroom routine and then reinforce this behaviour change."