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April 5, 2010

Georgia-Pacific product receives national recognition

By DAN HEATH

PLATTSBURGH — Bath tissue manufactured by Georgia-Pacific in Plattsburgh has received national recognition.

Information Resources Inc. named Quilted Northern Ultra Plush the top non-food consumer product launch of 2009 in its Product Pacesetters report issued in mid March.

To be eligible, a product must achieve one-year sales of more than $7.5 million. Quilted Northern Ultra Plush easily surpassed that with $135 million in sales.

In a press release, Andrew Towle, vice president and general manager of Georgia-Pacific’s consumer tissue lines, said the launch introduced the first three-ply ultra premium bath tissue with Plush Quilts available nationwide.

“It started with a deep understanding of the consumer and what she wanted from premium bath tissue,” he said. “That was followed by an unprecedented commitment to making absolutely our best, most consumer-preferred product possible.”

Towle said there were a lot of skeptics inside and outside the company who questioned the wisdom of launching an ultra premium product in difficult economic times.

“But this recognition from IRI is proof that we truly knew our consumer and her desire for affordable luxury,” he said.

Thom Blischok, Information Resources president of Global Innovation and Strategy, said new product launches are not easy.

“With $135 million in year-one sales (in food, drug and mass outlets, excluding Wal-Mart), Georgia-Pacific is definitely meeting the needs of today’s smart and savvy shoppers with Quilted Northern Ultra Plush bath tissue,” he said. “Georgia-Pacific is a shining example of how to effectively leverage innovation by offering a mainstream three-ply bath tissue in the U.S.”

Quilted Northern Senior Director of Marketing Patrick Davis said marketing strategy was a key to the successful launch.

“Research indicated that ‘plush’ resonated well with consumers, which inspired a campaign that made everything plush. The challenge was to demonstrate ‘plush’ in a manner reserved enough that consumers would connect with an everyday product like bath tissue.”

Other elements of the launch included the advertising tagline, “Luxury you can see and feel.”

The campaign focused on Quilted Northern Ultra Plush being able to offer women a luxurious experience they can see (three layers) and feel (softness).

There was also an online sweepstakes where the audience could win plush items and a money-back guarantee.

This was the 15th year Information Resources has issued the report. The company states it is the world’s leading provider of consumer, shopper and retail-market intelligence and insights support for 95 percent of the FORTUNE Global 500 consumer packaged goods, retail and health-care companies.

Kirk Stallsmith, general manager at G-P’s Plattsburgh mill, said Plattsburgh is one of only three mills in the United States that manufactures Quilted Northern Ultra Plush.

“Consumers told us what they wanted in an ultra premium bath tissue, and Georgia-Pacific was committed to meeting those needs,” he said by e-mail. “This award recognizes our efforts, and being part of the team that brought this innovation to the market creates a strong sense of pride among employees at the Plattsburgh mill.”



E-mail Dan Heath at:

dheath@pressrepublican.com

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