Kleenex is using online video to promote its new range of wet wipes (toilet hygiene category) in China. Mindshare created “PP Cleaner of China,” to underpin a nationwide brand campaign (the letters “PP”, when put together, are commonly used as slang for buttocks in China).
Inspired by the talent show “The Voice of China”, the online video series is a spoof developed by Mindshare China, featuring three judges who are directly impacted by good (or bad) toilet hygiene: ‘G-string Ding’, ‘Boxer Liu’, and ‘Thong Wong’. Each judge gives their verdict on the best recommended options for toilet hygiene through wit and humour.
The campaign was designed to raise awareness about Kleenex Perineal Wipes, educate Chinese consumers about toilet hygiene issues and promote the use of wet wipes for toilet hygiene.
View the videos below (No English version, yet, but after 223,000 views and counting, we’re releasing a subtitled version shortly).
Interactive version | http://events.youku.com/kleenex/
Full version | http://v.youku.com/v_show/id_XNDU5OTQ4Nzg0.html