Mr. Lorys put a little sparkle into the paper towel last year with a repackaging that includes a new Healthsmart logo. Healthsmart identifies the product as having antibacterial properties, attributes associated with higher-end brands.
The repackaging was backed by a new TV and print campaign from Fallon Worldwide, New York. Sparkle continued to gain ground last year. It was up 15.6% to $221.6 million in the 52 weeks ended March 26, according to Information Resources Inc.
"When you're not No. 1 or No. 2, you have to be different or you won't survive," says Mr. Lorys, who started his career at American Home Foods before joining G-P as marketing manager. He's now marketing director for consumer products. "We try to be innovative and also provide category growth."