Kimberly-Clark Adds Cheeky Exposure To Ms. Cottonelle Toilet Paper Rollout - television advertising spot - Brief Article - Statistical Data Included

Brandweek,  May 7, 2001  by Christine Bittar

Tags: advertisement, Kimberly-Clark Corp., TV

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Consumer and paper products manufacturer Kimberly-Clark this week will begin airing a TV spot touting its new toilet paper extension dubbed Ms. Cottonelle with Aloe and Vitamin E. The No. 2 toilet paper manufacturer is looking to the new SKU to attract consumers to what it calls a gentler, more delightful bathroom tissue.

The spot for the improved Cottonelle politely alludes to a more pleasurable loo experience and plays up the product's natural ingredients and gentle feel-the latter an attribute long used to tout rival Procter & Gamble's Charmin.

In keeping with previous creative, via .J. Walter Thompson, New York, the spot shows a letter being written on an unraveling roll of Cottonelle. "I've got a silky gentle touch you can actually feel," says the talking tissue. "So the next time nature calls, try new me; I'll make you cheerier with a gentle touch on your posterior."

While P&G has retained its top spot in the $4.5 billion U.S. toilet paper market, Charmin unit sales decreased more than 4% for the year ended March 25, per Information Resources Inc., versus K-C, whose unit sales of its toilet paper brands were up 3%. Though not the best barometer with recent price fluctuations, P&G's category dollar sales were up about 9% to $1.3 billion, compared to K-C's increase of 17% to $1.1 billion in the same period.

Last month K-C said it was postponing the launch of Cottonelle Fresh Roll Wipes, its highly touted, high-priced, pre-moistened toilet paper that is sold with its own plastic dispenser. The company attributed the delay to equipment hurdles and stronger than expected demand, though analysts have cited that potentially lower pulp prices are expected to drive increased competition to the market.

Regarding Roll Wipes, P&G has said it looked at a similar concept, but didn't think it would fare well with consumers.

K-C spent $35 million on Cottonelle media last year, a repeat of its spend in 1999, per Competitive Media Reporting. P&G, which two years ago brought 1960s Charmin spokesman Mr. Whipple out of retirement with spots via D' Arcy, New York, spent $22 million last year and $37 million in 1999.

COPYRIGHT 2001 BPI Communications, Inc.
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