Subject Index
 

Kleenex was an 80-year-old brand icon, but was also a brand in decline. The Let It Out campaign sought to reinvigorate the brand by making it relevant, and by forging an emotional connection with cons ...

Premium paper towel brand Handee was the market leader in New Zealand, but had failed to communicate a consistent brand message at a time when its competitors were investing heavily in their brands. P ...

As the result of the end of an agreement with Kimberly-Clark, ScotTowels had to surrender its name, and thus also place its market-leading position in Quebec under threat. The brand was also coming un ...

Following the end of an agreement with Kimberly-Clark, the ScotTowels brand had to change its name to SpongeTowels. As well as a change in name, SpongeTowels also had to find a position that would imp ...

Cottonelle was the national market leader in its category, despite the fact it was only sold in Ontario. Following the end of an agreement with Kimberly-Clark, the brand's owner, Kruger Products, had ...

The Kimberly-Clark Corporation, in business since the 1870s, had long been servicing the sick with its medical supply brands and consumer paper brands. By the first years of the twenty-first century h ...

The Bathroom Moments campaign has transformed Angel Soft from a by-stander to a true competitor in the TP wars. The challenge was daunting, as Charmin has dominated the category for over 20 years. The ...

This is a case where advertising not only led to success for Procter & Gamble’s Bounty paper towels brand but is also responsible for changing seemingly entrenched consumer behaviour. The achievement ...

This case shows how Cottonelle turned its back on the clichés of bathroom tissue advertising, and grew market share in the face of intense competition — from P&G’s Charmin on the one hand, and Irving ...

The study describes a campaign to revitalise a 29-year-old brand that was failing. The campaign objective was aimed at making the brand more relevant for the present time. The creative strategy, deve ...

Campaign for Velvet toilet tissue. Describes problem faced by the brand in differentiating from major competitors (Andrex, Charmin) and retaining price premium for a low involvement product. Solution: ...

This paper discussed the challenge facing the Scott/JWT team developing launch advertising for Andrex Moist Toilet Tissue. It was the application of transactional analysis that provided the crucial in ...

Launch of Andrex brand into the kitchen roll market: difficult because it had become a commodity market with very high own-label penetration. Research showed that consumers needed a product-based reas ...

First prize in the `longer and broader effects' category. Andrex was already featured in vol.4 (no.4221): this paper brings the story up to date. It shows how consistent advertising based on the Labra ...

A new brand (Nouvelle) breaks into the massive spending toilet tissue market on a small spend, to gain the no.3 slot by 1990 in less than 9 months. Also the no.1 kitchen towel slot. 1987-8 research in ...