Cottonelle Promo COTTONELLE ROLL OVER by J. Walter Thompson London

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Industry Toilet Paper
Media Promo & PR
Market United Kingdom
Agency J. Walter Thompson London
Executive Creative Director Russell Ramsey
Creative Director Sir Dominick Lynch-Robinson
Copywriter Jamie Thompson
Designer Iain Cadby
Producer Roy Swansborough
Released December 2009

Credits & Description

Category: Best Integrated Campaign Led by Promotion and Activation
Product/Service: COTTONELLE
Agency: JWT
Date of First Appearance: Jan 1 2010 12:00AM
Entrant Company: JWT, London, UNITED KINGDOM
Entry URL:
Executive Creative Director: Russell Ramsey (JWT)
Creative Director: Dominick Lynch-Robinson (JWT)
Art Director / Designer: Roydon Turner (JWT)
Copywriter: Jamie Thompson (JWT)
Designer: Iain Cadby (JWT)
Producer: Roy Swansborough (JWT)
Board Account Director: Fiona Love (JWT)
Account Director: David Laffan (JWT)
Media placement: TV Phase 1 Campaign - The Great Debate - 6 Spots - US National TV Networks - 1 Jan, 2010
Media placement: Hotel Door Hangers - Hilton Hotels US-Wide - 1 Feb, 2010
Media placement: Outdoor Posters - Chicago, LA, New York - 1 Jan, 2010
Media placement: Interactive Voting Bus Stop Posters - Chicago, LA, New York - 1 Jan, 2010
Media placement: IPhone Voting Application - IPhone Application - 1 Feb, 2010
Media placement: Train And Bus Advertising - Chicago, LA, New York - 1 Jan, 2010
Media placement: Digital Times Square Posters - New York - 1 Feb, 2010
Media placement: Print Advertising - Various Women’s Magazines - 1 Jan, 2010
Media placement: TV Phase 2 Campaign - Launch Cottonelle 'Roll Over' - 4 Spots - US National TV Networks - 8 Mar, 2010
Media placement: Viral Advertising – Rollywood & Bathroom Barricade - YouTube & Online Media - 1 Apr, 2010

Describe the objective of the promotion.
Our ultimate objective was to make the consumer aware of a product improvement to Cottonelle toilet paper – and to drive it’s sales. We wanted to do this in an engaging way and begin to re-position Cottonelle as the expert on all things toilet related. With Cottonelle Roll Over we were able introduce a breakthrough new product that was not only better but only rolled the way that America wanted! Please see A/V Presentation

Describe how the promotion developed from concept to implementation
As the campaign gathered momentum and the number of voters grew, so did the confidence in the work and the demand for new material. We obliged with a fake product recall campaign. Some packs of Cottonelle Roll Over, we said, actually rolled under. But there was no need to panic, just flip it over!

Describe the success of the promotion with both client and consumer including some quantifiable results
The Cottonelle Roll Poll attracted nearly 600,000 votes and the campaign as a whole, more than two and a half billion total media impressions. Our viral films Rollywood and Bathroom Barricade each had over 100,000 YouTube hits in the first 24 hours alone, both charting in the entertainment section under ‘most viewed’.

Explain why the method of promotion was most relevant to the product or service
Toilet paper isn’t something that people care passionately about. And they care even less about a smaller challenger brand like Cottonelle. We wanted to make a real departure from the way in which advertisers usually talk about this category, to involve and entertain our audience before using the well-worn language of ‘softness’ and ‘strength’.