Scott Paper is preparing to make the first worldwide launch of toilet paper with added baking soda.
Baking soda is already a common feature in the toothpaste market. Leading brands such as Colgate-Palmolive use it to improve taste and freshness.
Now Scott Paper, which makes the Andrex and Wet Wipes brands, is hoping to find the same success in the toilet paper market.
The company is carrying out a test launch in the US. Scott Paper will introduce the baking soda range through its best-selling US brand Cottonelle.
This summer’s launch will be backed by a television campaign created by Bozell Worldwide.
Although creative work is still under discussion, a Scott Paper spokesman says the ads will concentrate on the baking soda’s odour-eliminating and hygienic properties.
“There has been a little kickback here with jokes about going from one end to the other, but this is really advanced,” he adds.
If tests under the Cottonelle brand prove successful, Scott intends to roll out the brand worldwide.
The baking soda brand extension is a prelude to a marketing push from Scott Paper which could see it rebrand all products under the Scott name. Cottonelle, for example, is expected to be renamed Scottonelle.