For years, Cottonelle had been known for its iconic golden Labrador puppy. But with a rebrand in motion and updated packaging that left the pup behind, the company needed a fresh digital experience that reflected its new, modern aesthetic—and a bold shift in tone.

We were brought in to reimagine the website from the ground up. One of our biggest challenges was introducing the idea of responsive design to the client—something entirely new for the brand at the time. When it launched in 2013, the new Cottonelle site became the first responsive website in the Kimberly-Clark portfolio.

Strategically, we focused on more than just layout—we built the site to seamlessly integrate Cottonelle’s expanding social presence across platforms including Instagram, Tumblr, Twitter, Facebook, YouTube, and Pinterest. The result was a truly connected brand experience that felt alive and current across devices.

The redesign also marked the debut of Cottonelle’s new spokesperson, Cherry—a cheeky British voice who replaced the puppy with a bit of wit and personality. We developed the site to support Cherry’s evolving content, with enough flexibility to grow her presence without needing a full rework every time new creative launched.

Check out the full experience at Cottonelle.com