Sparkle paper towels

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Rob Lorys joined Georgia-Pacific Co. in 1987 to launch Sparkle paper towels, and though the product has never risen higher than No. 3, it has been the most consistent gainer in its category.

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."

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