Created a global platform for Cottonelle off of the bold notion that we wanted to get people to rethink their toilet paper and get them to start treating the skin they don’t see like the skin they do. Through a contextually relevant campaign across tv, social and digital, we shared this behavior-changing idea with consumers to transform their relationship with the category, and get them to actually care about what they wipe with down there. Little did we know using a sweet little peach to help us get our point across was going to be so controversial with the networks and spawn its own social campaign.