Cashmere Bathroom Tissue

This article describes how astute marketing and powerful advertising not only helped Cottonelle survive the transition to Cashmere, but that it built positive momentum, despite the return of K-C’s Cottonelle, and other intense competitive activity.

Cashmere Bathroom Tissue


Business Results Period (Consecutive Months):

September 2004–May 10 2008

Start of Advertising/Communication Effort:

September 2004

Base Period for Comparison:

Year Ago Comparisons

a) Introduction

In the fall of 2004, Cottonelle Bathroom Tissue had a 23% share and category brand leadership by a substantial margin.1 Things were good and the brand team would have been riding high if it weren't for the fact that all the equity that had been built over the past three and half decades was about to be taken away.

After 35 years in Eastern Canada, with at least seven...

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