ASIA-PACIFIC – CHINA, OCTOBER 15, 2012 – Kleenex is calling itself the ‘PP Cleaner of China’ in an online video series promoting its new range of wet wipes. The alphabets "PP", put together, are commonly used as a nickname for buttocks in China.
The video is a spoof of the live show “The Voice of China”, a reality talent show franchised from the Netherlands. In the ‘PP Cleaner of China’, the judges are played by three undergarments – G-string Ding, Boxer Liu and Thong Wong – who gives their respective verdicts on the best recommended options for toilet hygiene. The video also gives viewers a glimpse of how people in past eras practice toilet hygiene in the absence of toilet paper wipes.
Mindshare China is agency behind the campaign 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.
“Online video is huge in China, with more than 65% penetration out of a base of more than 538 million internet users, which is the key reason why we chose to use this as a platform to launch this campaign. These, injected with humour relevant to Chinese consumers, makes the campaign a hard-hitting one amongst the Chinese,” said Chungaiz Khan Mumtaz, head of invention at Mindshare China.
