Kleenex Cottonelle is set to ‘take the wash test’ in a fresh integrated campaign via JWT, Sydney

This Sunday, Kimberly-Clark’s Kleenex Cottonelle brand is launching ‘Take the Wash Tests’, a new commercial program that encourages consumers to think twice about the way they clean by introducing new and improved Kleenex Cottonelle Flushable Cleansing Cloths via JWT Sydney.

WATCH THE SPOT

The campaign invites consumers to experience a new level of clean with Flushable Cleansing Cloths, which are designed to deliver a cleaner, fresher feeling than using dry toilet paper alone. Kleenex Cottonelle Flushable Cleansing Cloths are soft, gentle and refreshing, and are 100% biodegradable so you can flush them without worrying about the environment.

The integrated campaign, which launches with a TVC by agency JWT, prompts consumers to think about whether anything can really be clean without a cloth and water.

Says Michelle Rossier, marketing manager for the Kleenex Cottonelle brand: “There isn’t much you wouldn’t clean without water. We use water when we wash our cars, our windows, dishes and even our dogs – it’s the key ingredient in cleaning pretty much everything. That got us thinking: why do we only use dry toilet paper in the bathroom? Are we getting the thorough clean we expect and deserve? Can we improve it by adding water? We think so. That’s why we developed Kleenex Cottonelle Flushable Cleansing Cloths.

“The ‘Wash Test’ campaign aims to introduce and normalise the experience of adding the Flushable Cleansing Cloths to your bathroom routine and then reinforce this behaviour change.”

The campaign includes a 30 second TVC, in-store displays, sampling full sized product and digital support.  Consumers are also encouraged to take the 10-day Wash Test,  which prompts them to use the  Flushable Cleansing Clothes alongside regular toilet paper for 10 days to experience the better clean feeling for themselves.

Creative Agency: JWT

Digital Agency: The Farm