Daily Insights

#ShareASquare With Cottonelle

By: Mackenzie Baker | Apr 13, 2020

Cottonelle is experiencing tremendous consumer demand in the wake of COVID-19. Now the brand is reminding customers to spread the love despite uncertain times. 

Toilet paper has been tough to track down across the U.S. As such, Cottonelle is now pleading with consumers not to hoard during the Coronavirus pandemic. The brand’s new #ShareASquare campaign sees Cottonelle donate $1 every time someone posts with the hashtag on social media. The money is being raised for the United Way Worldwide COVID-19 Community Response and Recovery Fund. Until June 1st, Cottonelle will donate up to $100,000 while the brand’s parent company, Kimberly-Clark, has pledged an additional $1 million as well as a million rolls of Cottonelle to the nonprofit. 

Millions of people have been stockpiling supplies as anxiety worsens over the pandemic, and as toilet paper sales surged 213%, store rationings and product shortages have become the norm. As a result, Cottonelle has tailored its tone in addressing customers by embracing kindness and empathy and asking them to do the same. To promote the campaign, Cottonelle released a 30-second TV spot using the tagline “Instead of stockpiling toilet paper, let’s stock up on generosity.” By running a TV ad in conjunction with a social media campaign, Cottonelle is extending its engagement reach. The brand opened the campaign to multiple social media channels—including Facebook, Twitter, and Instagram—to further reach and empower consumers, according to a Gartner report on the topic. 

By candidly addressing the nation’s toilet paper shortage, Cottonelle encourages customers to be considerate of others and avoid hoarding during the pandemic—a move that could reflect well on them long after the pandemic fades.