Don’t be cruel to your caboose.

So says Dallas-based Kimberly-Clark, which is rolling out its biggest non-traditional marketing campaign ever – dubbed ‘Be Kind to Your Behind’ – to boost its toilet paper brand Cottonelle.

The initiative, led by JWT New York and adapted for Canada by Toronto-based Mindshare Canada, includes experiential, TV, print, online, FSI, in-store, PR and package redesign efforts. It broke across North America last month, and will hit Europe next summer to support other behind-friendly Kimberly-Clark brands. All campaign elements feature Cottonelle’s iconic puppy.

Beginning in March, a Cottonelle Comfort Haven tour featuring a ‘Puppy Bus’ will travel across North America to offer urbanites access to four themed ‘comfort areas,’ where they can experience free relaxing activities like yoga demos, massages and comfy seating. At press time, Toronto was the only Canadian city on the schedule.

‘The Cottonelle brand has come across the global insight that life can be tough on bottoms, and we believe we’ve got the right brand promise to act on that and help consumers experience one kind thing they can do for their behind every day using Cottonelle brand products,’ explains Cottonelle brand manager Mark Worden, adding that the overall brand target is people who use premium and super-premium products.

Montreal-based Kruger Products’ Canadian rights to the Cottonelle brand name expired last summer. Over the 10 years it held the Cottonelle license, it rebranded it as Cashmere. Kimberly-Clark re-entered the Canadian market with Cottonelle shortly after Kruger’s license expired.