Advertising Industry
Industry: Email Alert RSS FeedKimberly-Clark looses 'Bounty killer'; New Scott Towels line improvement takes aim at P&G.(new Scott Towels may hurt Procter and Gamble Co. market share)(Brief Article)(Statistical Data Included)
Advertising Age, April, 2001 by Neff, Jack
Kimberly-Clark Corp. is launching an improved version of its value-priced Scott Towels dubbed internally ``the Bounty killer'' because it scores the same as Procter & Gamble Co.'s category-leading premium-price brand in consumer satisfaction tests.
The improved version of Scott Towels roll nationally in late May or early June, according to Sanford Bernstein analyst Jim Gingrich, arriving just as P&G makes its paper business a primary target of turnaround efforts. A Kimberly-Clark spokesman had no comment.
Scott Towel advertising plans weren't available, but TV and print from WPP Group's J. Walter Thompson USA is likely to break in late summer, said one retailer. Kimberly-Clark spent about $7 million on media behind a 1999 restage of the Scott Towels...
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