Cottonelle, Walmart Offer 'Gifts for the Throne'

Patrycja Malinowska
Director, Member Content, P2PI
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Kimberly-Clark’s Cottonelle joined personal care brands promoting their wares for Father’s Day by positioning its toilet paper and flushable wipes as “Gifts for the throne” on

Depicting the products topped with blue bows, the brand invited Walmart consumers to shop now to “Keep Dad clean & refreshed” in a home page carousel ad spotted on June 16.

Tapping into Millennial men’s rising sophistication when it comes to their grooming routines, Cottonelle’s unusual gift suggestion builds on the growing trend of marketing skin care and bath-and-body products as gifting options for men.

Other manufacturers running men’s care ads on ahead of Father’s Day on June 20 included Procter & Gamble, which plugged a variety of brands for a “Father’s Day win” on a seasonal showcase, and Unilever, which spotlighted the plant-based ingredients in its blue eucalyptus and birch Dove Men+Care formula.