TOILET PAPER BRAND TURNS 100

Quilted Northern Celebrates With Charitable Promotion

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CINCINNATI (AdAge.com) -- Georgia-Pacific Corp. is launching a new marketing effort behind its celebration of the 100th anniversary of toilet paper, specifically of its Northern brand, which now goes by the name Quilted Northern.

The campaign will include a 100th anniversary logo and tag on TV and print ads for the brand from Omnicom Group's DDB Worldwide, New York.

A "Circle of Kindness" promotion will ask quilters to donate mini-quilts to hang in 144 Ronald McDonald Houses. A donation will give quilters entry to a sweepstakes. The brand will donate $100,000 to Ronald McDonald Houses.

Georgia-Pacific earlier this week announced it was splitting into two parts, separating its consumer products and packaging business from its building products and distribution units.

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