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KIMBERLY-CLARK LAUNCHES DISPOSABLE TOWELS

Neat Sheet Touted as Alternative for Beach, Picnics

By Published on .

CINCINNATI (AdAge.com) -- Kimberly-Clark Corp., Irving, Texas, breaks TV ads today for Neat Sheet, a water-resistant, sand-resistant washable ground covering marketed as an alternative to beach towels and picnic blankets.

Print ads in the $10 million to $15 million campaign break in June parenting and women's magazines.

WPP Group's Ogilvy & Mather Worldwide, New York, handles.

A 30-square-foot Neat Sheet, priced $7.49 to $8.99 and small enough to fit into a backpack, is made from a synthetic, non-woven material with a clothlike feel and sewn-in weights to keep it from blowing away.

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