Cottonelle and New Kids on the Block Encourage Americans to Go Commando

Toilet Paper Company and Original Boy Band Team Up to End Underwear Throwing at Concerts

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Feb 14, 2015, 06:00 ET

DALLAS, Feb. 14, 2015 /PRNewswire/ -- 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 15, 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.

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. Join the conversation on Facebook, Instagram and Twitter using the hashtag #GoCommando.

About Cottonelle Brand
The Cottonelle brand provides innovative comfort solutions for perineal personal care. Only Cottonelle has CleanRipple texture which is available in all Cottonelle toilet paper and flushable cleansing cloth products. Cottonelle toilet paper is available in three forms: Cottonelle Ultra ComfortCare, Cottonelle GentleCare and Cottonelle CleanCare. To help people feel cleaner and fresher than with toilet paper alone, the brand offers Cottonelle FreshCare flushable wipes and Cottonelle GentleCare flushable wipes enriched with Aloe & E. For the latest product information, visit www.cottonelle.com.

About Kimberly-Clark
Kimberly-Clark (NYSE: KMB) and its well-known global brands are an indispensable part of life for people in more than 175 countries. Every day, nearly a quarter of the world's population trust K-C brands and the solutions they provide to enhance their health, hygiene and well-being. With brands such as Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend, Kimberly-Clark holds the No.1 or No. 2 share position in more than 80 countries. To keep up with the latest K-C news and to learn more about the company's 143-year history of innovation, visit www.kimberly-clark.com or follow us on Facebook and Twitter.

About New Kids On The Block
NEW KIDS ON THE BLOCK sold more than 80 million albums worldwide -- including back-to-back international #1 songs, 1988's Hangin' Tough and 1990's Step By Step -- and a series of crossover smash R&B, pop hits like "You Got It (The Right Stuff)," "Cover Girl," "Didn't I (Blow Your Mind This Time)," "Hangin' Tough," "I'll Be Loving You," "Step By Step" and "Tonight." The group shattered concert box office records playing an estimated 200 concerts a year, in sold out stadiums throughout the world. They still hold many of these records to date. They were Forbes highest paid entertainers of 1990, beating out Michael Jackson and Madonna. The band boasted an extensive and highly profitable merchandise line which included everything from lunch boxes and sleeping bags to comic books, marbles and dolls. More Information is available at www.nkotb.com.

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SOURCE Kimberly-Clark