Cottonelle announces partnership with actor and comedian in advertisement campaign
The brand is expanding its traditional methods to introduce a new type of advertising to show it understands people's unique situation down there and ensure consumers have the confidence to seek out care

Cottonelle, is partnering with actor, comedian, and former physician, Ken Jeong, to help spread awareness for down there care and ignite a search for consumers willing to share their situation down there.
The Kimberly-Clark U.S. brand is expanding its traditional advertising methods to introduce a new type of advertising – “Assvertising” – to show Cottonelle understands people’s unique situation down there and ensure consumers have the confidence to seek out care with Cottonelle. With Jeong as its first-ever “Assvertiser”, Cottonelle will select four individuals to also become brand ambassadors (“Assvertisers”) in exchange for $10,000 each.
According to the company, other toilet paper brands solely talk about being soft and strong, while Cottonelle focuses on real consumer needs the brand’s suite of products help address (such as hard-to-clean, sensitive, steamy or swampy) instead of having people just deal with uncomfortable situations.
The brand believes everyone deserves the right kind of care down there and understands many people can be embarrassed to discuss their own needs. That’s why Cottonelle has partnered with Ken Jeong to talk directly to consumers about their needs and identify its first-ever team of Assvertisers.
To apply to be an Assvertiser, consumers can visit the campaign website and submit a video personally describing their down there situation in a clever but clean way, i.e., “my down there is messier than text messages after midnight” until July 26. For more information, visit: cottonelle.com/assvertiser.
“I encourage you to apply to join me as a Cottonelle Assvertiser,” said Ken Jeong. “Everyone, everywhere has a down there situation, whether they want to admit it or not. As a former doctor, I want to encourage you to share your story, because what you’re experiencing is most likely normal! Through this partnership with Cottonelle, I hope to show you why we should open up about these issues, and so everyone can find Cottonelle products that work for their down there.”
“Many consumers don’t understand that they can find solutions to their down there situation in the toilet paper aisle,” said Elizabeth Metz, North American Vice President of Cottonelle at Kimberly-Clark. “Cottonelle has a full suite of products that speak to the various situations all of our down theres have, whether we are steamy, sensitive, hard to clean, or swampy, and we hope our first-ever Assvertisers can help us normalize the conversation around down there care and shine light on the solutions.”
Earlier this year, Cottonelle launched the Cottonelle DownThereCare creative campaign, featuring four TV spots highlighting characters who are talking about their individual needs to spotlight how its products address real consumer “down there” needs in addition to delivering on category norms like softness and strength.
Watch the campaign video: