The effort, which was scheduled to launched in New York on March 20, features the experiential Cottonelle Comfort Haven, a bus outfitted to look like the Cottonelle mascot, a yellow Labrador Retriever, with comfort and product stations.
The Comfort Haven will be promoted in New York by new brand spokeswoman, actress Judy Greer; the six-week-old Cottonelle puppy; and fitness expert Ary Nunez, who will demonstrate exercises and relaxation techniques, along with a team of massage therapists.
On its mobile tour, the Comfort Haven is projected to provide targeted, regional experts for Philadelphia, Chicago, and San Francisco, in addition to an undisclosed Canadian location, over the upcoming year.
Ketchum, which has worked with Cottonelle for its past three campaigns and Cottonelle parent company Kimberly-Clark for five- plus years, jointly developed Comfort Haven with live marketing firm GMR. Ketchum is overseeing PR on the campaign.
In addition to a national media relations initiative, the team launched a sweepstakes at www.cottonelle.com/sweepstakes.aspx. Consumers who visit the site can pledge to "be kind to their behinds," and be entered to win a resort retreat, along with other assorted prizes.
The effort is derived from internal research that found that 47% of Americans don't focus on the comfort of their posterior.
"This campaign is about challenging consumers to think in a new way," said Mark Worden, Cottonelle brand manager, whose target demographic is generally women 25 and older. "We want to talk about an area that's been overlooked for too long."