SpongeTowels Paper Towels (E)

Despite consumer research showing that consumers preferred using SpongeTowels on a number of functional measures, Bounty — the market leader — continued to dominate consumer perceptions for quality and efficacy year after year.

SpongeTowels Paper Towels (E)

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months):

52 weeks ending Dec 22, 2007

Start of Advertising/Communication Effort:

September 2006

Base Period for Comparison:

52 weeks ending Dec 24, 2007

a) Introduction:

Despite...

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