Pablo Ulpiano Gonzalez's profile

Cottonelle Communications Strategy

Pablo Ulpiano Gonzalez
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Fortune 500 company Kimberly-Clark wanted to develop a new brand commercial program that emphasizes the emotional benefits of using both Cottonelle® Comfort Care and Fresh Care in concert. 

The major goal was to make customers understand and value the opportunity for driving both Dry and Moist, and understand Cottonelle's ability to deliver on this and begin shifting behavior from Dry only events to promoting/driving both Cottonelle Dry and Moist at the same time.
 
Our work:
Consumer insights research, Communications strategy, Promotional graphics
 
Team: 
Marla Stough, Monica Diaz, Hansel Perez, Pablo Ulpiano
 
Case developed at the SVA Masters Program in Branding, directed by Christine Mau, Brand Design Director at Kimberly-Clark.
 
Images used for concept purposes only
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle toilet paper communications strategy flushable wipes confort care cpg Consumer Packaged Goods
Cottonelle Communications Strategy
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Pablo Ulpiano Gonzalez's profile

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Pablo Ulpiano Gonzalez's profile
Brooklyn, NY, USA

Cottonelle Communications Strategy

Fortune 500 company Kimberly-Clark wanted to develop a new brand commercial program that emphasizes the emotional benefits of using both Cottonel Read More

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Attribution, Non-commercial, No DerivativesAttribution, Non-commercial, No DerivativesAttribution, Non-commercial, No Derivatives