The Respect the Roll program encourages Clean and Healthy Seekers (health-conscious individuals in search of a superior clean) to care for Cottonelle Clean Care Toilet Paper as much as it cares for them. The program offers a look inside the town of Where The Sun Don�t Shine, where the sun literally doesn�t shine and residents have a sincere interest in all things toileting-related.
This rich media unit takes you through a day in the life of the perpetually dusk town. The unit expands to take over the page and scrolls through a 24-hour period in which the sun never fully rises. The current time is displayed reinforcing the idea that midday, when most consumers would view the unit, it�s still nearly dark in Where The Sun Don�t Shine. The unit is a fun way to engage consumers with the program and encourage them to learn more about this quirky place.
