TOILET PAPER RE-NAMED
By Adnews Staff
U.S.-based Kimberly-Clark will merge its Kleenex bathroom tissue with Scott Paper's Cottonelle brand on April 1. The two companies joined late last year in the U.S. and Europe, but the merger is still under review in Canada. The new toilet paper brand will be called Kleenex Cottonelle. It adds the Kleenex name to the Cottonelle product line, which includes bathroom tissue with baking soda and moist wipes with aloe. Advertising for the newly named product will be done by one of Kimberly-Clark's agencies, Foote, Cone & Belding in Chicago. This leaves the Bozell Worldwide of New York in limbo. Bozelle handled Cottonelle advertising for Scott before the merger. Kimberly hasn't completed an agency review yet and hasn't made any decisions regarding Bozell. In Canada, advertising for Scott is done by the Toronto offices of J. Walter Thompson and Bozell Palmer Bonner. Kimberly-Clark's Canadian advertising comes from the U.S. Besides FCB, Kimberly-Clark has Ogilvy & Mather in New York and Campbell Mithun Esty in Minneapolis on its agency roster. With the takeover of Scott it inherited Bozell, JWT and McCann-Erickson Worldwide, all in New York.