Quilted Northern Soft & Strong® Challenges the Bathroom Conversation with New Campaign

Campaign lets consumers shape new toilet tissue dialogue

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Oct 14, 2010, 08:00 ET

ATLANTA, Oct. 14 /PRNewswire/ -- Georgia-Pacific, the maker of Quilted Northern®, is looking to change the bathroom conversation with the launch of its new Quilted Northern Soft & Strong® which is now 50 percent stronger when wet. The brand is launching a new campaign asking consumers to have a straight conversation about their bathroom experience and what it means to have a confident clean. The campaign supports the launch of the new Quilted Northern Soft & Strong, which provides additional strength to help your hands stay clean.

The new integrated marketing campaign will reach out to the Quilted Northern Soft & Strong audience where they live, work and play – a way to make the "taboo" bathroom conversations talkable. The campaign features television, print, quick response mobile technology, social media (furthering the conversation with Facebook, YouTube, Twitter) and in-store and promotional events to reach the brand's audience. All of the campaign elements will ask consumers to talk about ways to share their bathroom experience, overcome adult inhibitions about bathroom talk and enjoy laughable moments, like getting tissue stuck to the bottom of your shoe.

"Given express permission by our consumers, we are changing the discussion about the toilet paper product category," said Patrick Davis, Senior Marketing Director, Quilted Northern. "The new campaign will connect with our audience and drive the dialogue about the importance of clean. As consumers try our new Quilted Northern Soft & Strong, they can talk about its improved reliability and other desirable qualities. We'll listen, which will help make our toilet tissue even better in the future."

In preparation for the campaign, the Quilted Northern Soft & Strong brand team spent two years listening to thousands of comments and suggestions about its products. Flush with insights from those conversations, the brand created a new discussion about toilet tissue, one that is shaped by consumers. Georgia-Pacific learned that Quilted Northern consumers are straightforward when it comes to toilet paper. They want confident cleaning that is not rolled up in roundabout bathroom talk but instead expressed in direct language.

"We have learned that our consumers want continued product improvements that demonstrate confident cleaning," said Davis. "They expect standards like 'strength' or 'softness.' But we found that there are deeper expectations around 'clean' and how it affects confidence. Our audience would prefer a dialogue that is more informative and direct, while less euphemistic."

Fifty percent stronger when wet, the soft tissue delivers greater strength, durability and helps prevent breakthrough. Quilted Northern Soft & Strong® maintains the softness that consumers love and offers a peace of mind for a confident clean.

For more information about the new campaign, visit www.facebook.com/quiltednorthern.

About Georgia-Pacific: Headquartered in Atlanta, Georgia-Pacific is one of the world's leading manufacturers and marketers of building products, tissue, packaging, paper, cellulose and related chemicals. The company employs more than 40,000 people at approximately 300 locations worldwide. Georgia-Pacific creates long-term value by using resources efficiently to provide innovative products and solutions that meet the needs of customers and society, while operating in a manner that is environmentally and socially responsible and economically sound. For more information, visit www.gp.com.

SOURCE Georgia-Pacific