BeetDigger
2/21/2006, 02:24 PM
Pieces Hit - there may be hope for the boy
http://www.dallasnews.com/sharedcontent/dws/bus/stories/DN-kimberlyclark_21bus.1.ART.State.Edition2.e384a22.h tml
Kimberly-Clark Corp. plans to unveil today a toilet paper designed for tykes, Cottonelle for Kids.
The product line includes watermelon-scented flushable moist wipes and toilet paper imprinted with pictures of the brand's advertising icon, a yellow Labrador puppy.
"This is the first of its kind for the category," said Alan Loux, marketing director for the Cottonelle brand.
Why do kids ages 4 to 9 need a special type of toilet paper?
The Irving-based consumer products giant discovered in its research that parents complained their young children use too much bath tissue, often clogging toilets.
So on the rolls, small puppy paw prints lead to the picture of the Cottonelle puppy on every fifth sheet, an indicator for where kids should tear the paper.
Researchers also uncovered another problem: despite all the paper, many kids weren't getting clean, an issue the company hopes to solve with its moist wipes.
Cottonelle for Kids is now being rolled out on store shelves. Kimberly-Clark plans to kick off a multimillion-dollar advertising and promotional campaign in early March.
Suggested retail prices start at $2.79 for the wipes and $3.19 for a four-pack of the toilet paper.
Kimberly-Clark has struck out before with moistened toilet paper. Cottonelle Fresh Rollwipes were a flop, despite much fanfare and millions of dollars in development costs.
However, sales of Cottonelle Fresh Folded Wipes have been rising. Moist wipes are now used by 20 percent of all households and have turned into a nearly $500 million product category, Mr. Loux said.
http://www.dallasnews.com/sharedcontent/dws/bus/stories/DN-kimberlyclark_21bus.1.ART.State.Edition2.e384a22.h tml
Kimberly-Clark Corp. plans to unveil today a toilet paper designed for tykes, Cottonelle for Kids.
The product line includes watermelon-scented flushable moist wipes and toilet paper imprinted with pictures of the brand's advertising icon, a yellow Labrador puppy.
"This is the first of its kind for the category," said Alan Loux, marketing director for the Cottonelle brand.
Why do kids ages 4 to 9 need a special type of toilet paper?
The Irving-based consumer products giant discovered in its research that parents complained their young children use too much bath tissue, often clogging toilets.
So on the rolls, small puppy paw prints lead to the picture of the Cottonelle puppy on every fifth sheet, an indicator for where kids should tear the paper.
Researchers also uncovered another problem: despite all the paper, many kids weren't getting clean, an issue the company hopes to solve with its moist wipes.
Cottonelle for Kids is now being rolled out on store shelves. Kimberly-Clark plans to kick off a multimillion-dollar advertising and promotional campaign in early March.
Suggested retail prices start at $2.79 for the wipes and $3.19 for a four-pack of the toilet paper.
Kimberly-Clark has struck out before with moistened toilet paper. Cottonelle Fresh Rollwipes were a flop, despite much fanfare and millions of dollars in development costs.
However, sales of Cottonelle Fresh Folded Wipes have been rising. Moist wipes are now used by 20 percent of all households and have turned into a nearly $500 million product category, Mr. Loux said.