A little backstory. Cottonelle had a problem on its hands. People who bought moist wipes were keeping them out of view in the bathroom, down in the cabinets somewhere. So they were forgetting about them and not going through them fast enough.
Cottonelle’s solution was simple: Make moist wipes part of your daily ass-wiping regimen as opposed to a some-time thing. And create a social media space where fans could share their thoughts on moist toilet paper wipes. To Cottonelle’s credit, they crowd-sourced the name of their product care routine. Genius, huh?!