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Ads for toilet paper and wet wipes have long centered on the soft and cuddly, often using mascots such as teddy bears to deliver information. While there’s no denying the appeal of a cute cartoon, this approach could also leave some consumers underprepared for the specifics of “down there care.” Antiseptic Wet Wipes
Cottonelle is shifting the conversation away from the category’s typically cozy imagery with its “Tales From Down There” campaign, created in partnership with FCB Chicago and continuing the brand’s DownThereCare platform.
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Sara Century is a freelance writer for Adweek.
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