Kimberly-Clark Corp. is launching Cottonelle Fresh Rollwipes early this summer, backed by a $40 million TV, print and Internet campaign from WPP unit J.Walter Thompson, New York.Rollwipes will sell for $8.99 for a starter kit that includes a dispenser and four rolls, replacement packs of four rolls will cost $3.99, about three times the price of ordinary toilet paper. Kimberly-Clark said it invested more than $100 million in research and development for the product. Kimberly-Clark also will launch a new version of its Kleenex Cottonelle dry toilet paper with vitamin E and aloe this summer. Spending was not disclosed.
Copyright January 2001, Crain Communications Inc.