HISTORY
Sorbent comes from the word “absorbent”. The toilet paper was launched in 1952. The first Sorbent television commercial on the old black and white AWA television set appeared in 1956. Let’s all sing along now . . . “What’s the gentlest tissue in the bathroom you can issue . . .” Along with the Vegemite and Aeroplane jelly themes it could have been our national anthem. Cause, like everyone else, we still don’t know what “girt” means.
4/5
Kimberly-Clark’s Kleenex tissue was originally designed to be a gas mask filter. It was developed at the beginning of WWI to replace cotton, which was in short supply as surgical dressing. It was originally called “cellucotton”. WWI puppy prints were the favoured design in the trenches of Europe in 1917.
3/5
CRUNCHING NUMBERS
On average, about 1.2 million rolls of Sorbent are sold every two days. God knows what we’re all using on the other days . . . newspaper?
3/5
Kimberly-Clark Australia & New Zealand has a team of over 1,800 people and annual sales exceeding $700 million; that’s all hygiene products, not just puppy or poo related.
4/5
PACKAGING
Not a puppy in sight! Lots of blue and “NEW” and declarations of being “Extra Thick”. Sorbent also comes in packets of six, so ducking down the street for a six-pack takes on a whole new meaning. But the packaging looks tired and old.
1/5
I can watch puppies all day long. Man’s best friend. Forget delivering the newspaper, I want a dog that can bring me a refill when the kids haven’t changed the empty toilet roll . . . again. Puppies are cute, soft, cuddly and dependable, just how I like my toilet paper.
4/5
ONLINE
Sorbent’s “NEW LOOK” website is currently “being developed”. But you could access the “Sorbent Kids with Dr John” web page. Dr John is a child psychologist who teaches toilet training. Sorbent is obviously trying to hurry up the next generation of little pooers.
2/5
Kleenex has its own “Puppy Page” with games and ringtone downloads. You can win a giant puppy or download your very own “virtual puppy” complete with virtual food and other virtual stuff you can rub his virtual nose in.
4/5
AD SPEND
According to Nielsen Media Research, Sorbent spent $1.3 million in media advertising in 2006, down from $2.7 million in 2005. No wonder its market share is going to the dogs, or puppies to be more precise.
2/5
Nielsen Media Research figures show Kleenex main media advertising in 2006 to be $6.1 million, up from $5.8 million in 2005. Puppy poower!
4/5
Sorbent: 12/25
Kleenex: 19/25
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