Kimberly-Clark Behind Advertising

Posted by Carroll Trosclair Jan 16, 2008

Wally Snyder must have heard what Kimberly-Clark was preparing when he called upon the American Advertising Federation (AAF) members to pay more attention to ethics, taste and decency in their advertising. (See Advertising Ethics)

K-C has just launched its "be kind to your behind" multi-media campaign to promote its Cottonelle tissue paper.

A Kimberly-Clark spokesperson, instead of just admitting they’re going for the shock value, said "life is tough on bottoms, and consumer experiences like commuting to work on trains and buses gives consumers’ bottoms unintentional unkindness, so we’re bringing comfort to them."

Sure. We knew all along they were doing it for a greater humanitarian cause.

Preparation-H has been helping back there for decades.

Thankfully, Kimberly-Clark is focusing on a series of well covered bottoms instead of bare behinds in its television commercials. Well, there is one bare one, but it's a statue.

We had enough of the real thing when a commercial (for another company) featured an employee displaying his oversized rear end, to justify a meal expenditure.

Of course we shouldn’t be too shocked about what’s coming out of K-C these days. The firm recently hired Naked Communications to coordinate its media placements and formats.

Actually, Naked is a very well recognized firm with offices in eight cities on four continents and a client list that includes Nokia, Coca Cola and Johnson & Johnson.