Bath tissue maker Cottonelle and some of pop music’s biggest icons, New Kids on the Block, are teaming up to “clean up” the concert scene and convince Americans to use Cottonelle with CleanRipple texture and ultimately “Go Cottonelle, Go Commando.” On the heels of their major ‘The Main Event’ tour announcement and New York City media blitz , New Kids on the Block is joining Cottonelle at the Gramercy Theatre on Sunday, February 15th for an intimate concert in the only show prior to their highly anticipated ‘Main Event Tour’ launching this summer.
At the show, concertgoers will be helping kick off a movement to put an end to the pop-culture phenomenon of underwear throwing at concerts. The commando-themed concert is part of a larger effort by the toilet paper brand to let people know that only Cottonelle has CleanRipple texture to get you clean, giving you the confidence to go commando.
As a multi-platinum, chart-topping group and the original teen boy band, the New Kids on the Block are no strangers to having underwear thrown on stage. Now, as they gear up for ‘The Main Event’ tour, they are putting an end to it once and for all. The partnership launches at an exciting moment for fans as show dates for ‘The Main Event’ sold out within minutes; fans were clamoring for tickets at such high demand that ticket websites crashed. “We know our fans like to have fun at our concerts—and what’s more fun than going commando? That’s why we’ve partnered with Cottonelle,” said Danny Wood of New Kids on the Block.
“We know our fans like to have fun at our concerts—and what’s more fun than going commando?”
Cottonelle knows that the act of going commando is a signal that a person feels clean enough – and confident enough – to remove the layer that covers their most delicate parts. According to a recent survey conducted by Braun Research, nearly two-thirds of Americans said if they felt cleaner, they would be more likely to go commando. As a brand with a history of facilitating real conversations about bathroom habits and wiping, the Go Commando program is a natural evolution in differentiating Cottonelle CleanRipple texture as a unique enabler of clean.
“By encouraging people to go commando, we’re setting a new standard and making a bold statement about being clean ‘down there.’ Our unique CleanRipple texture is what sets Cottonelle apart from the flatter patterns our competitors offer. Cottonelle gets you so clean you can go commando,” said Amanda O’Connor, Cottonelle Senior Brand Manager. “We’re excited to team up with New Kids on the Block and start a new obsession — getting people to Go Cottonelle and Go Commando.”
The program is supported by advertising, digital, retail and shopper marketing debuting February 16. The creative features the return of British documentary filmmaker and Cottonelle advocate, Cherry Healey, interacting with real people who’ve used Cottonelle with CleanRipple and asking them to go commando on the spot.
The Cottonelle and New Kids on the Block partnership includes a sponsorship of the first leg of the band’s 2015 summer tour. During which, Cottonelle is offering concert attendees an elevated bathroom experience, VIP seat upgrades and surprise meet and greets with the band at select tour stops.
CleanRipple texture is available in all Cottonelle toilet paper and flushable cleansing cloths products. For a free sample of Cottonelle head to Cottonelle.com and dare your friends to Go Cottonelle and Go Commando.
Author: Buddy Iahn
Buddy Iahn founded The Music Universe when he decided to juxtapose his love of web design and music. As a lifelong drummer, he decided to take a hiatus from playing music to report it. The website began as a fun project in 2013 to one of the top independent news sites.