COTTONELLE - WHERE THE SUN DON'T SHINE
The Respect the Roll program encourages Clean and Healthy Seekers (health-conscious individuals in search of a superior clean) to care for Cottonelle Clean Care Toilet Paper as much as it cares for them. The program offers a look inside the town of Where The Sun Donít Shine, where the sun literally doesnít shine and residents have a sincere interest in all things toileting-related.
This rich media unit takes you through a day in the life of the perpetually dusk town. The unit expands to take over the page and scrolls through a 24-hour period in which the sun never fully rises. The current time is displayed reinforcing the idea that midday, when most consumers would view the unit, itís still nearly dark in Where The Sun Donít Shine. The unit is a fun way to engage consumers with the program and encourage them to learn more about this quirky place.