The Launch of Kleenex Velvet Toilet Tissue

Gerard Smith

Launch of a new Kleenex product in the toilet tissue sector, 1982-4. Based on a new formulation delivering greater softness plus strength.
Agency: D'Arcy Macmanus & MasiusAuthor: 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...

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