Are you picky about the way your TP rolls? Yes, that’s the heated debate of Cottonelle’s new campaign. The toilet-paper maker is asking America how it does, in fact, roll.
The Roll Poll is a mass “study” of bathroom behaviors, turning the toilet into a virtual battlefield. Those concerned weigh in online. While things are hot on both sides of the roll, the “overs” are in the lead with 77%. But Cottonelle has taken the toilet-talk to Facebook, too. On its end, the brand has uploaded a steady stream of street interviews to fuel the fire and produced webisodes with Tori Spelling and Dean McDermott. On Twitter, users use the hashtag #rollpoll to argue. Traditional ad spots play a minority role.

New media for the potty mouths. No matter where you are, you can’t escape it.

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