Sponge Towels Paper Towel
Agency: john st.Client: Kruger Products L.P.
Section I — Basic information
Business Results Period (Consecutive Months): January 2007 – June 2013
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 completed the transition of ScotTowels to SpongeTowels. Kimberly-Clark owned the brand name and had been licensing it to Kruger Products for use in Canada, but the license was not being renewed; that is where this case for Sustained Success begins....