Toilet paper is a commodity that no one thinks or cares about. Which is why nearly 50% of people are leaving the bathroom feeling unsatisfied with their clean – and they're just accepting it! While the category was only selling soft and strong, we discovered a range of unmet needs being ignored. Competitors were taking a one-size-fits-all approach, speaking to people through cartoon animals, and babies, rather than acknowledging that everyone has their own needs and actually doing something about it. It was time for a brand to challenge the category and get real.

Enter Cottonelle, who set out to transform from another soft and strong wiping device to a brand that delivers on people’s unique, individual needs down there. Our ambition was to disrupt the category status quo and create a new conversation around a historically taboo subject.