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Paper towel usage in western countries ranges from 70 percent to 92 percent of all households, and the towels are a fixture in almost every kitchen. But in Taiwan, use of the product stands at just 42 percent after a decade of marketing campaigns. Following a period of flat growth, Kimberly-Clark was looking to boost paper towel usage in the average Taiwanese household, which still relies on fabric cloths to clean up spills and wipe kitchen surfaces, despite well-documented evidence on the bacterial dangers carried by dishcloths, including salmonella and other food poisoning illnesses. The company hired the marketing communication team at Golin/Harris Taiwan to create new motif designs for paper towels and to formulate an intensive media outreach campaign. In creating the marketing campaign, Kimberly-Clark and Golin/Harris established various objectives including a successful campaign to raise awareness in the media of the need for disposable kitchen towels during Ghost Month. Building on its success in Taiwan, Kimberly-Clark is now in discussions to roll out this program in Hong Kong and China. INSET: GHOST MONTH CUSTOMS DATE BACK THOUSANDS OF YEARS.

The article reports on an advertising campaign that was launched in 2009 by Kimberly-Clark Corp. to promote its Viva brand of paper towels. The campaign, which is featured on the Food Network and includes appearances from celebrity chef Sunny Anderson, is being shown on the television and on several web sites. "Food Network" magazine will also feature advertising recipe booklets which feature Viva Brand paper towels.

The article discusses how the Pabst Brewing Co. and the advertising agency Cole & Weber are utilizing icons from the past to make their advertisements for Colt 45 Malt liquor appear edgier to attract young consumers. The advertisements are done in a graphic novel style and printed on brown paper bags. Consumer groups and politicians have already protested the advertising campaign for glamorizing alcohol consumption.

The article reports that consumer products manufacturer Procter & Gamble's Bounty paper towel brand begins a campaign focusing on the "clean" benefits of its products. Particular attention is given to a celebrity-supported campaign to make American classrooms more presentable. The campaign is titled "Make a Clean Difference."

Discusses the entry of Unilever into the wet wipes category with Lever 2000 Wipes. Expected budget for the advertising campaign; How the wipes will be marketed as all-purpose wipes, as opposed to more specialized types; Surge in the release of new wipe products, and how it has impacted the paper industry.

The article presents an explanation of a successful podcasting marketing campaign by Dixie, who sponsored a lifestyle podcast called MommyCast. The article describes the campaign, and states that the company saw positive results with listeners to the podcast. The article states that the Dixie logo was featured on the website as a sponsor.

The article discusses how Procter & Gamble is planning to spend an estimated $86 million to drive consumer awareness and sales of Charmin, which is already one of the top-selling toilet papers in the U.S. and is one of the company's 23 billion-dollar brands. The effort will include television advertisements, internet and experiential marketing, which will support new product lines and packaging.

Focuses on the global marketing campaign that will be launched by Adobe Systems Inc. in November 2004. Budget for the campaign; Theme of the campaign; Description of the advertisements.

The article reports on an advertising campaign which has been launched by the Kimbery Clark Corp. The campaign is an attempt to gain recognition for the company's Viva paper towels and has been developed by Anthem Worldwide and MindShare, and will include stitching samples of the towels into June 2007 issues of "Reader's Digest and "Every Day With Rachael Ray". INSET: How to tell if your towel's a boy or girl.

The article discusses a marketing campaign for Procter & Gamble's (P&G) Bounty paper towels. The article reports that the campaign involved P&G inserting a free sample of Bounty towels into 400,000 April 2007 issues of the periodical "All You." The advertising agency responsible for the campaign was Saatich & Saatchi X.

The article reports on a $30 million advertising campaign which was developed for the Marcal brand of paper products and the brand's owner, Highland Capital Management, by the advertising firm Ocean Group . The campaign was developed in an effort to increase public awareness about the company's use of recycled paper.

The article profiles Craig Wanous, Bob Thibault and Deb Bauer, members of a marketing team that was developed in an effort to market Huggies Natural Fit diapers for infants and toddlers. A discussion of a successful advertising campaign that the team created to increase sales of the diapers and increase consumer awareness about the diapers is presented.

Provides information about advertising (ad) campaigns for various products and services. Message in the advertisement of Kimberly-Clark's Huggies Little Swimmers disposable swimpants; Information about the ad campaign of Bacardi-Martini USA for its Bacardi Limon; Details about the restaging of the beer Miller High Life by Miller Brewing.

The article examines product management and marketing management by Procter & Gamble Co. of its Pampers Dry Max brand disposable diapers. The company's reaction to claims by consumers made through social media that the diapers led to diaper rash in infants is discussed, particularly an advertising campaign which employed Internet advertising and social media.

The article discusses an advertising campaign for Kimberly-Clark's Pull-Ups potty-training pants. The campaign, which was created by advertising agency JWT, revolves around "The Potty Dance," a song and dance routine. The campaign has television, print, and online elements, including a contest for toddlers.

Provides information on the Rock Paper Scissors advertising campaign for the Sierra Mist brand. Shortcomings of the campaign; Similarity of the campaign to Burger King spots.

The article reports that America Online (AOL) has launched 17 different ads by BBDO New York in the "New York Post" on September 24, 2003. The ads were part of build-up to the Dave Matthews concert for New York public schools, sponsored by AOL. They also serve as teasers for the launch of AOL 9.0. AOL bought one million copies of the Post given away free and inserted a sample compact disc in the paper.

The article reports on the Bunnies-Plus disposable diapers to be launched by American Enviro Product. The product launch will be supported by an advertising campaign created in-house. The television campaign will position the diaper as a product that helps save trees because it is made from cotton rather than wood pulp. The campaign replaces the company's original line which made biodegradable claims.

The article examines advertising campaigns for tampons produced by the companies Kimberly-Clark Corp. and Procter & Gamble Co. The use of comparative advertising in each campaign, which were created by the advertising agency Ogilvy & Mather for Kimberly-Clark and the agency Leo Burnett for Procter & Gamble, is discussed.

This article reports on an advertising campaign that was launched in the U.S. by Imaging Systems Group, Canon USA as of October 2004. The campaign touts office equipment as empowering to users. The New Day campaign, via DCA, New York, is the third part of a series of efforts carrying the tagline Not business as usual that began 18 months ago, according to Gail Esbin, director of advertising, branding and marketing communications. While the first and second series of the campaign focused on imaging problems faced in the workplace and Canon's solutions to those problems, the third part relays the success and confidence that a customer feels by using Canon products. More specific print advertisements will promote Canon's new imageRunner copiers, large-format printers, scanners and aftermarket products like ink cartridges. The advertisements emphasize the reliability, efficiency and networking capabilities of the new products, while also reflecting the message of the television spot. While consumers may know Canon more for its digital cameras, office equipment represents about 70 percent of the company's revenues--almost $30 billion globally in 2003. Canon's imaging division spent $70 million on media in 2003.

Reports on the global advertising campaign that will support the extension of the name of penmaker A.T. Cross Co. to a collection of business accessories. Timing of the extension; Pen products the company is banking on to revitalize sales; Features of the print advertisement.

Reports on Procter & Gamble Co.'s launch of Tampax Pearl. Claim that the tampon improves protection; Television and print advertisements from Bcom3 Group's Leo Burnett Co.; Drop in Tampax sales after it was acquired by P&G.

Reports on the advertising campaign developed by agency Avrett, Free & Ginsberg for new Crayola products of Binney & Smith in 1999. Advertising budget; Aim of the effort; Tagline and media strategy.

This article reports on the launch of a television advertising campaign for Crayola under Binney & Smith ad agency, in the U.S. in November 1992. The approach grew out of research that showed how Crayola has played a role in the lives of baby boomers, as well as their parents and their own children. In the commercial, a grandmother, a mother and a little girl use Crayola crayons to trace happy and sad expressions on a face. The faces are like the ones the grandmother used to draw for her daughter, the mother, years ago. In addition to playing up the long-term equity of the Crayola brand, the spot is also trying a new strategy in focusing on three generations at once, said Brad Drexley of Binney & Smith.