Be Kind to Your Behind

Recently the widely-known brand Cottonelle launched a new national campaign. The slogan for the campaign is "Be Kind to Your Behind." The theme behind it is to create awareness and discussion about "cottonelle" becoming a luxury choice. The launch was yesterday, March 20, in New York where there was a bus designed to imitate the brand mascot (a labrador retriever). The bus included comfort and product stations. The launch was led by actress, Judy Greer, a lab puppy and fitness expert Ary Nunez, who demonstrated exercises and relaxation techniques, along with a team of massage therapists. The goal over the next year is to target regional experts for Philidelphia, Chicago, and San Francisco. In addition to this media relations effort, Cottonelle also launched a sweepstakes on their homepage website, www.cottonelle.com/sweepstakes.aspx, where site visitors who pledge to be "kind to their behinds" can have the chance to win a vacation. "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."

There are advertisements as well that you may recognize that are put on by this campaign as well: http://www.youtube.com/watch?v=Fxr6TWAl1Bw

The PR effort is announcing a new campaign. They do this through the launch of the bus/mobile campaign and website sweepstakes. To declare whether or not the campaign/pr effort was effective is something that only time will tell. The campaign was just launched yesterday. I find this to be a very odd and unimportant campaign, personally, but results will soon be observable. I don't believe that through the given information that the effort will be effective because a bus can only be at one place at one time, so the target audience and reach is very very limited. To better implement their strategy of the bus, I think they could make several of them and launch them in several cities as opposed to just New York. As far as the website is concerned, how are people supposed to know to go there? Therefore, I do not think the PR for the launch of the campaign is going to be effective.