Search

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.

Reports on the efforts of marketers to revive the personal-care paper-products industry. Addition of baking soda; Offering a choice of wet or dry toilet paper; Changing the way people think about personal hygiene in their bathroom; Implication to Procter and Gamble of the merger between Scott and Kimberly-Clark.

Introduces Rob Lorys, chosen as one of the best minds in marketing by 'Advertising Age' magazine. Employment at Georgia-Pacific Co.; His efforts to market the Sparkle brand of paper towels.

Features the environment-friendly paper products booksellers can sell as sideline which are featured at the New York Stationary Show. Products of Lexon Design System; Waterman S.A.; Jefferson International; Arch Street Studio; Z-Works; World Paper; OrangeArt.

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.

Announces Procter & Gamble Co.'s release of a Rinse & Reuse version of its Bounty paper towels with an estimated $20 million advertising campaign. Theme of the advertisements; Market share of the paper towel market; AcuPOLL Precision Research poll as ranking Bounty Rinse & Reuse.

The article examines marketing by manufacturers of household consumer products such as tissues and cleansers. The recession has led to an increase of sales of house brand products in these categories. Makers of brand name products such as Kimberley-Clark and Procter & Gamble have responded by altering pricing strategies.

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.

Describes sideline products available for the 1997 holiday season from several sources. Henley Flights of Fancy; Lois Bender Design; Galison Books; Molly West Handbound Books; Werkhaus; Cavallini & Co.; Contact points for all.

Profiles Robert Higgins, president of Irving Tissue company. Promotion of the Scotties tissue brand; Marketing assistance from Articus and Mars Advertising agencies.

Focuses on the promotion program for Procter & Gamble's Bounty Home Decor paper towel line. Designs of the product; Agency that created the program; Key players in developing the program.

An interview is presented with MJ Jolda, head marketing executive for the tissue paper products company Marcal. Jolda discusses the repositioning of Marcal brand name products by stressing they were created from 100 percent recycled paper. She describes Marcal's Internet marketing through online social networks. Jolda states that it is difficult for a smaller company in the tissue products industry, as it is dominated by large corporations.

The article focuses on marketing executive Erik Seidel, product manager of the Scott brand of paper products made by Kimberly-Clark. Seidel is credited with reviving the Scott brand, as its lines of both toilet paper and paper towels have become more competitive with those of its larger rival Procter & Gamble.

The article focuses on the paper goods industry company Kimberly-Clark Corp. The company's marketing of personal hygiene products such as toilet tissue, diapers and feminine hygiene products is discussed as an example of creative ability in marketing and in the integration of marketing with the company's other operations.

The article examines guerrilla marketing campaigns based on offering free products or services to consumers. The men's clothing chain store Syms offered a contest to give away suits to unemployed persons plus a session with a career counselor. in 2006, Procter & Gamble installed a public toilet in Times Square, New York City during the Christmas shopping season named after a brand of toilet paper.

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.

Reports on the cross-promotion of CBS Inc.'s new television shows and Procter & Gamble Co.'s (P&G) paper products. Free-standing insert (FSI) introducing shows; T-shirt offers from returning television programs; P&G's donation of $1 from each T-shirt sale to Juvenile Diabetes Foundation.