Kimberly-Clark jokes about Cottonelle moist wipes

04/23/2012 | New York Times (tiered subscription model), The

A Kimberly-Clark campaign via Facebook is trying to wipe out the embarrassment associated with using flushable moist toilet wipes. Ads for Cottonelle Fresh Care show people nicknaming the practice of using a moist then a dry wipe as "the clean getaway" and "two-handed tango," among other humorous names. The ads then direct viewers to Facebook to come up with their own terms for the practice -- without overtly specifying a proper bathroom procedure. "We don't as a brand want to push a toilet routine, but we want to activate the conversation," said Biggs|Gilmore's Dean Suarez-Starfeldt.

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