NEW YORK: Cottonelle has launched "Be Kind to Your Behind," a national campaign to build brand awareness and position the product as a luxury lifestyle choice.

The effort, which was scheduled to launched in New York on March 20, features the experiential Cottonelle Comfort Haven, a bus outfitted to look like the Cottonelle mascot, a yellow Labrador Retriever, with comfort and product stations.

The Comfort Haven will be promoted in New York by new brand spokeswoman, actress ...