Agency: D'Arcy Macmanus & Masius | Author: Gerard Smith |
The Launch of Kleenex Velvet Toilet Tissue
INTRODUCTION
This paper describes how advertising contributed to the successful introduction of Kleenex Velvet toilet tissue, a radical new product manufactured by Kimberly Clark Ltd (KCL), into the southern half of the country. The company had made a considerable investment in machinery which, because of a different manufacturing process, enabled unique production of toilet tissue that was significantly softer than conventional products. Placement tests prior to the launch of the product provided convincing evidence of consumers' preference for the product, with 80% of...