Cottonelle’s “Come Clean” campaign links personal hygiene to confidence

Cottonelle has launched a new ad campaign, “Come Clean,” developed by FCB Chicago, that connects the concept of personal hygiene to self-esteem and self-expression. The creative is airing across linear and connected TV networks, including NBC, Disney+, and Paramount+, as well as on YouTube and various paid social channels.

The campaign draws on research revealing that many people do not feel fully clean after using toilet paper alone and that this perception can influence their confidence. By positioning cleanliness as a foundation for self-assurance, “Come Clean” encourages consumers to express themselves more openly.

The spots, titled Algebra and Football, use humor and relatable everyday moments to illustrate the message. “‘Clean’ means much more to our customers. It’s part of who they are. So, we focused on relatable experiences that are funny and empowering to show what’s possible when you have confidence”, said Tom Flanigan, creative director at FCB Chicago, in an interview with Out To Launch.

With its multi-platform approach, the campaign aligns with Cottonelle’s broader brand positioning, seeking to reinforce its role not only in hygiene but also in boosting self-esteem.