Cottonelle's Slogans & Taglines

Cottonelle traces its origins to 1972, when it was introduced in the United States by the Scott Paper Company. The brand built its early identity on softness and comfort, featuring a female mascot who compared the roll's texture to a cotton ball. After Kimberly-Clark acquired Scott Paper in 1995, Cottonelle became a flagship tissue brand sold under the Kleenex umbrella in the U.S. and Australia, while marketed as Andrex in the UK and transitioned to Cashmere in Canada in 2004. Its slogans evolved from softness-centric messaging to interactive campaigns such as 2010's "The Great Debate" over roll orientation, 2011's "One Little Switch," and 2020's #ShareASquare initiative encouraging generosity during the pandemic. The portfolio spans Ultra ComfortCare, Ultra CleanCare, and Ultra GentleCare toilet paper, alongside Flushable Wipes. Today, Cottonelle remains a leading premium bathroom tissue brand, distinguished by its CleaningRipples Texture and Safe Flush Technology.