Cashmere Bathroom Tissue
EXECUTIVE SUMMARY
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...