LAST CALL: Rollwipes score a PR royal flush

Few things whet the journalistic imagination more than the words 'toilet paper.'

Knowing this, Dallas-based Kimberly-Clark relied on PR alone to roll out its new product - Cottonelle Fresh Rollwipes. The premoistened sheets are like baby wipes dispensed from containers that fit on standard tissue holders. The company created a special Web site, www., and New York's Brouillard Communications spread the word so successfully that Tina Barry, corporate communications SVP, was left flush with interview requests.

'I would guess there will be some bathroom humor,' she admitted. 'One Dallas radio station devoted an hour to the product, and we doubt they spent all that time discussing the dollars 100 million in R&D money K-C bet on a roll of the ... roll.'

K-C is billing the product as 'the most significant category innovation since toilet paper first appeared in roll form in 1890,' and hopes Rollwipes will grace bathrooms everywhere. It sure beats using old PRWeek issues, at least.

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