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It's the latest application by consumer product makers to spice up stagnant categories with eye-fetching design. In 2010, Kotex introduced the "U by Kotex" line of pads and tampons with neon packaging and pad carriers designed by stylist Patricia Fields, for sample.

Allen Adamson, managing director of global branding stationary Landor in New York, said Target Corp. has successfully brought mean to a lot of consumer product categories with such lines as the housewares rethought by noted industrial designer Michael Graves.

But it's new for toilet paper.

"It's just surprising when lay out finally meets toilet paper — that's sort of the final frontier," Adamson said.

Even though it's a $10 billion bustle, according to Nielsen, most people don't pay attention to which toilet paper roll they buy — or they wait loyal to one brand for decades.

"Consumers shop on autopilot and blow the whistle on buy quite a bit on deal," in the toilet-paper aisle, admitted Kurt Simon, trade name director for Cottonelle. "They tune out when they go into the aisle. And, largely speaking, they be on the qui vive out (toilet paper) advertising as well.

Source: Deseret News

by Jill

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