Disposable cups & dishes Paper towels Toliet tissue Cooking & storage bags Garbage bags Facial tissue Disposable diapers Adult incontinence products EXTENSIONS HELP KEEP JAMES RIVER CURRENT

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James River Corp.'s renewed focus on its consumer products business is paying off.

The marketer of paper goods and disposable food and beverage items, after revitalizing its Quilted Northern bathroom tissue and Brawny paper towel brands, intends to showcase its Dixie line as it fetes the 75th anniversary of Dixie cup.

The company is introducing Dixie Kids, the first fully coordinated line of everyday paperware designed for kids.

"This will be the most aggressively supported new product introduction in category history," says Richard B. Elder, VP-external affairs at James River's Consumer Products Business in Norwalk, Conn. Magazine ads, direct mail and in-store merchandising will support via DDB Needham Worldwide, New York.

Dixie Kids comes on the heels of this year's Dixie Seasons rollout, a line of mix and match products with seasonal designs.

The company is testing with some retailers a new merchandise display called Tabletop Shop. The new shelving shows the new colors and designs and encourages shoppers to "mix and match."

The company also won't ignore Quilted Northern bathroom tissue, No. 2 in the $2.9 billion category.

A $5.5 million national print and TV campaign will back the introduction of Quilted Northern Wet or Dry, the first bathroom tissue designed to work as well wet as it does dry. Research showed that 40% of all consumers moisten their tissue for better cleansing, freshening up or uses like makeup removal.

Perhaps James River's most concerted marketing turnaround effort has been with Brawny. The paper towels brand began 1994 with its highest level of merchandising and advertising activity-estimated at $12 million in media alone.

"We're in the midst of a big push to bring innovation to the market," he claims.

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