 Proctor
& Gamble has just announced the launch of a brand new
product — wet toilet paper. This astonishing invention
was cleverly created by buying out Moist Mates.
 After
carefully examining "moist bath tissue technologies,"
P&G settled on Moist Mates for the take-over because they
were the most advanced. "Moist Mates already had a terrific
product concept," said Wayne Randall, global franchise
manager for Charmin. "We took their product and upgraded
it to improve the dispensing. Now we'll add our branding know-how,
sales and distribution capability, and in-depth understanding
of the consumer."
Now don't
make the mistake of taking that line about "in-depth
understanding of the consumer" too lightly. Charmin is
very big on consumer research. In fact, it was just this kind
of research that proved to the Charmin execs what a need there
was for wet toilet paper.
"Our
research," said Mr. Randall, "shows that many consumers
already use a makeshift wet cleaning method, but sometimes
find it inconvenient." He added, "There are times
when dry bath tissue alone just doesn't do the job."
Of course,
the Charmin people have studied a lot more than our tissue-wetting
habits, and their Web site offers some interesting statistics:
Charmin
Trivia
40% are folders or stackers
40% are wadders or crumplers
20% wrap it around their hand |
Now just
imagine what this means. There are people out there who get
up in the morning, wash, eat breakfast, grab their briefcases,
kiss their Significant Others goodbye and go to the office
where they are employed to find out how people use toilet
paper.
They have
job descriptions. They have career advancement opportunities.
They probably even have conferences (and what do you think
the name tags would be made of?) When they were hired, the
company gave preference to candidates with the most experience.
Naturally,
market research is important in any industry and it can make
the difference between success and failure. (See Products
That Bomb.)
But still,
it can be disconcerting to realize what some people are having
to study
Reprinted
from Circa2000, Oct. 8, 2001.
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Related
Info
Madison
Museum of Bathroom Tissue
 Really,
I'm not making this up. The Madison Museum of Bathroom Tissue
(more commonly known as MMBT) has been rolling since about
1992. Open hours have been discontinued due to budget cuts,
but the curator, Carol Kolb, is apparently still taking appointments
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There's
No Toilet Paper On the Road Less Traveled
 What
better place to read than in the washroom. And what better
book to read than this collection of stories and bizarre experiences
on the road?
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The
Great Toilet Paper Debate
 Ann
Landers once said that she got more letters on this particular
topic than any other:
which way should the toilet paper hang: over the top and in
front, or behind? So you should have known there would be
a site devoted to it. Drop by and cast your vote.
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Toilet
paper may rescue old buildings
In Williamsburg,
Virginia, conservators have discovered that old buildings
which are deteriorating because of salt can be saved by covering
the interiors with toilet paper. Saves on wallpaper too. Or
does it?
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The
Great Outhouse Race
 Remember
the old days when hundreds of people used to get together
and race their outhouses across the countryside? Neither do
I, but you can always take a trip to Northern Michigan and
discover the thrill for yourself.
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