FCB Chicago, Cottonelle Roll Out Toilet Paper PSA

FCB Chicago, Cottonelle Roll Out Toilet Paper PSA

“Instead of stockpiling toilet paper, let’s stock up on generosity.” It sounds so easy when you see it print like that. Less easy when you're at your local Target and fisticuffs are imminent as patrons lunge at that final twelve-pack of two-ply in the now barren aisle of toiletries. With this burgeoning bout of panic-buying in mind, FCB Chicago teamed up with Kimberly-Clark toilet paper brand Cottonelle to discourage consumers from hoarding its products. The new ad campaign is simply titled #ShareASquare...

The ad campaign also includes a commendable call to action to consumers, beyond simply asking them to share a square. Consumers who tag instances of toilet paper sharing with the hashtag #ShareASquare will unlock an additional $1 donation, up to $100,000, through June 1. Cottonelle's donation to United Way Worldwide COVID-19 Fund will help the most vulnerable populations receive critical financial and social service support during this global crisis.

Once a readily available household staple, demand for toilet paper has skyrocketed as consumers engage in panic-buying amid the ongoing coronavirus pandemic. Last week alone, U.S. sales of toilet paper were up more than 120% when compared to the same time last year, according to Nielsen.

"We've been watching the conversation around toilet paper unfold in real-time, and while our teams are working day and night to produce and ship product to retailers, we want to invite consumers to #ShareASquare to help others in need," said Arist Mastorides, Family Care President of Kimberly-Clark North America, in a statement. "Instead of stockpiling, let's stock up on generosity. We believe our consumers have no shortage of kindness, so we trust they will #ShareASquare and help us on this mission."

This commitment marks the largest single donation in Cottonelle brand history and is part of a larger commitment by Kimberly-Clark, a longtime supporter of United Way. Each of the company's US-based manufacturing facilities partner every year to fundraise and complete community service benefitting the organization. In 2019, Kimberly-Clark and its employees donated more than $5.9 million to United Way programs across the country.

Photo by Anna Shvets