Sales pitch for wipes gets personal

10/20/2009 | NYTimes.com

Kimberly-Clark is adopting a frank if soothing tone in a campaign for its SoothingClean moist flushable wipes, marketed under the Cottonelle brand. The campaign, which includes TV spots and a dedicated microsite, tells consumers that "the gentle care you give to your face, hands and legs, also goes to your tush." Procter & Gamble's Charmin brand markets a product in the same category called Freshmates.

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