Fortune 500 company Kimberly-Clark wanted to develop a new brand commercial program that emphasizes the emotional benefits of using both Cottonelle® Comfort Care and Fresh Care in concert.
The major goal was to make customers understand and value the opportunity for driving both Dry and Moist, and understand Cottonelle's ability to deliver on this and begin shifting behavior from Dry only events to promoting/driving both Cottonelle Dry and Moist at the same time.
Consumer insights research, Communications strategy, Promotional graphics
Marla Stough, Monica Diaz, Hansel Perez, Pablo Ulpiano
Case developed at the SVA Masters Program in Branding, directed by Christine Mau, Brand Design Director at Kimberly-Clark.
Images used for concept purposes only