Sponge Towels (English)

john st.

Section I — Basic information

Business Results Period (Consecutive Months): December 25, 2006 - December 18, 2010
Start of Advertising/Communication Effort: September 2006
Base Period as a Benchmark: 52 weeks ending December 24, 2006

Section II — Situation analysis

a) Overall Assessment

In Spring 2006, Kruger (formerly Scott Paper) completed the name transition of ScotTowels to SpongeTowels. Kimberly-Clark owned the brand name and had been licensing it to Kruger Products for use in Canada for the previous 10 years, but the license was not being renewed and it was expected that the brand would return to Canada under Kimberly-Clark ownership in 2007.