New Campaign for Wet Toilet Tissue AMONG users of moist toilet paper wipes, 54 percent keep the product hidden from view, most often under the bathroom sink, according to consumer research by Kimberly-Clark, which makes Cottonelle Fresh Care, the leading flushable wipe. That troubles the brand, which reports that consumers who display wipes openly - typically atop the toilet tank - tend to use them twice as frequently. Now Cottonelle is introducing a campaign that uses humor to address the embarrassment surrounding adult wipes, and to underscore that, rather than substituting wipes for dry toilet paper, consumers typically use them in tandem. In one commercial featuring parents and their teenage daughter in a suburban kitchen, the mother asks the teenager to settle a dispute. "I say this and this," the mother says, holding toilet paper and wipes in either hand, "is called "Southern hospitality." " The father says, "Well, I call it "the clean getaway." " "You're both wrong," says the daughter. "It's "the freshy fresh." Everyone knows that. In another commercial, two couples in their 20s offer more names, including "the buddy system," "the two-handed tango" and "el cleaño." In a sequence that concludes the commercials, a roll resting vertically on a table unfurls, then curls around a tub of wipes, as if putting an arm around it. "Nothing leaves you feeling cleaner and fresher than the Cottonelle Care Routine," says a voiceover. Try them together. Then name it on Facebook. The new campaign is by Trisect of Chicago, with the online execution by Biggs-Gilmore Communications of Kalamazoo, Mich. Commercials are scheduled to be introduced on April 30, when what the brand is calling a name generator will appear on its Facebook page. Facebook users may either independently name their two-product toileting routine or have one generated randomly, and can share having done so with Facebook friends. Kurt Simon, the brand manager for Cottonelle, said that while commercials for the brand's Aloe & E dry toilet paper in 2009 also made mention of its moist products, this is the first time they have been marketed together as "a one-two process." The name-generating campaign "gives an opportunity for consumers to talk about it, and to make the behavior more routinized," Mr. Simon said. What Cottonelle does not do in the campaign is suggest to the uninitiated a sequence (like dry-wet, wet-dry or dry-wet-dry), and it avoids doing so not just to be decorous. "To try to get prescriptive begins to cross that line of critical distance, where, "You're telling me that I'm not getting clean enough and I'm not sure that I want to hear that," " Mr. Simon said. Being open-ended, and encouraging consumers to name their approach on Facebook, represents "the democratization of toilet etiquette," said Dean Suarez-Starfeldt, senior vice president for strategic planning at Biggs-Gilmore. We don't as a brand want to push a toilet routine, but we want to activate the conversation. Its rival Charmin, a Procter & Gamble brand, took a different approach in 2009, when it uploaded a video to the Charmin Web site and to YouTube that promoted using its dry tissue in combination with its wipes, Freshmates. In the video, an actor squirts toothpaste onto the back of his hand, wipes most away with dry tissue, and then uses a wipe for cleaning away the rest. Freshmates has reconsidered that approach, according to Laura Dressman, a P.& G. spokeswoman. "It's really a consumer choice and I don't think we need to be that prescriptive about it," Ms. Dressman said. The way we've positioned it now is it's really going to be defined by consumers and what their preference is. To more prominently display Fresh Care, Cottonelle developed a clip that attaches to a wall and to the back of a tub. Nearly 14 million of the hangers were included with wipes in 2010 and 2011, and another seven million will be shipped this year. Installation instructions, unsurprisingly, show it being hung beside the toilet paper holder. Spencer Beck is sales manager at Freshends, a line of individually wrapped flushable wipes distributed primarily at country clubs, spas and hotels (its slogan: "Don't leave luxury behind."). Unless the product is dispensed near dry toilet paper, it tends to either be ignored or used for other purposes, like removing makeup, he said. "When you're sitting down on the toilet, having it in reach is crucial," Mr. Beck said. Consumers who begin using flushable wipes tend to continue purchasing them as much as dry toilet paper. "We know from our user data that the growth is 100 percent incremental," said Mr. Simon of Cottonelle. If you used six squares of dry toilet paper before, you'd still use six squares, and one or two flushable wipes. Sales of wet toilet paper represents only about 3 percent of all toilet paper sales in the United States, slightly more than Britain, where it represents only 2 percent. That's far below Austria, with a 16 percent share, Switzerland, with a 13 percent share, and Germany, with a 10 percent share, according to Euromonitor International, a market research firm. In America and Britain, wet toilet paper is associated with baby wipes and marketers have faced difficulty "establishing it as a grown-up product," said Ian Bell, who is global head of tissue and hygiene research at Euromonitor and based in London. He added that because of similarly packaged flushable hemorrhoidal wipes, products like Fresh Care also might be misconstrued as "a quasi-medical product." Cottonelle's efforts to both spur conversations about wipes and to equip consumers to display them more prominently in bathrooms may help remove such stigmas. "Their attempt to normalize this product by getting it out in the open is really a useful tool," Mr. Bell said.