Cottonelle Bathroom Tissue

This case shows how Cottonelle turned its back on the clichés of bathroom tissue advertising, and grew market share in the face of intense competition — from P&G’s Charmin on the one hand, and Irving Tissue’s Royale on the other.

Cottonelle Bathroom Tissue


Results Period: September 2002 – August 2003.

Start of Advertising/Communication Effort: September 2002.

Base Period: September 2001 – August 2002.

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