Kruger Products – Cashmere Toilet Tissue

Cottonelle was the national market leader in its category, despite the fact it was only sold in Ontario.
Agency: john st.

Kruger Products – Cashmere Toilet Tissue

Gold: Packaged Goods Food/Other

EXECUTIVE SUMMARY

Results Period (Continuous Months): May 14, 2004-May 12, 2007Start of Advertising/Communication Effort: September 2004Base Period for Comparison: 52 weeks to May 13, 2004

You can feel the cot-ton-y soft-ness.Cot-ton-elle

If you had lived in eastern Canada at any time during the 34 years leading up to the fall of 2004, this little ditty would be all too familiar. At this time Cottonelle Bathroom Tissue had a 23% share and category brand leadership by a substantial margin.1Things were good and...

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