Tissue titans target globally with key brands ;P&G's Charmin, K-C's Kleenex plot new moves outside the U.S.

Advertising Age, December, 1999 by Neff, Jack

The tissue wars will become an increasingly trans-Atlantic conflict next year, as Procter & Gamble Co. prepares to roll its Charmin bath tissue into Europe and Kimberly-Clark Corp. prepares a new North Atlantic campaign for Kleenex facial tissues.

Charmin's U.K. rollout, noted in a research report from Merrill Lynch & Co. analyst Heather Hay, will mark its third product due to be expanded into that market, following Bounty paper towels and Tempo tissue, both planned for the first quarter of 2000. The activity follows an upsurge in European paper product sales recently at archival Kimberly-Clark.

The U.K. introduction marks Charmin's first foray outside North America, according to Ms. Hay.

NO MR. WHIPPLE

The London office of D'Arcy...

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