P&G prepares tissue launch

Procter & Gamble is understood to be planning a pan-European launch for its US market-leading toilet tissue product Charmin.

Procter & Gamble is understood to be planning a pan-European launch for its US market-leading toilet tissue product Charmin. The launch will see P&G going head to head against the newly-merged Kimberly-Clark and Scott Paper, now known as Kimberly-Clark.

The brand would be positioned against Kimberly-Clark’s Andrex and Jamont’s Dixcel, as well as supermarket own-label products.

P&G acquired a large German paper company in 1994, its first entry into the $7bn (4.5 bn) European tissue market. It has a modest market presence there and in France, Spain and Italy but none in the UK.

The $9.4bn (6 bn) deal between Kimberly-Clark and Scott Paper was cleared by the European Commission after the two firms agreed to sell off Kimberly-Clark’s UK tissue mill in Prudhoe, and parts of its consumer tissue businesses in the UK and Ireland.

Industry sources say Kimberly-Clark and Scott Paper won’t sell any of its toilet tissue business to P&G.

One insider says: “The business will go to someone without the marketing resources of P&G. The toilet tissue brand Kleenex will then gradually disappear behind the weight of Andrex.”

See P&G Lenor story page 8

Recommended

Slim evidence for weighty accusations

Marketing Week

I read with some frustration your article on the National Food Alliance’s report on slimming products advertising, “ASA slated for failing to stamp on slimming ads” (MW March 15). They appear to have acted as judge and jury on our advertising and inferred that, as market leader in slimming clubs, we take little notice of […]

Honda content with one partner

Marketing Week

I read with interest your article on Integrated Marketing, “Positive Linking” (MW March 15). However, I was disappointed to see that it contained a significant inaccuracy. The article states that Honda forced its agencies to co-operate with running work linked to the TV campaign. The fact is that the entire campaign was produced by one […]

Comments

    Leave a comment