In a February 25 New York Times piece titled “Mr. Whipple Left It Out: Soft Is Rough on Forests,” Leslie Kaufman reported that making toilet paper feel puffy and textured is now a major use of the Earth’s remaining old-growth forests.
Kaufman, of course, reports a corporate paper executive’s recitation of the industry’s standard public story of how and why this appalling waste happens:
Customers “demand soft and comfortable,” said James Malone, a spokesman for Georgia Pacific, the maker of Quilted Northern.
That, of course, is a howling lie. The one and only reason for the advent of puffed-up toilet paper is the normal corporate capitalist sales imperative, not any kind of spontaneous clamoring from us ordinary ass-wipers.
Here is the real scoop, from a classic 1998 Wall Street Journal report titled “The Tricky Business of Rolling Out a New Toilet Paper,” by the excellent Tara Parker-Pope:
This [purportedly fancy toilet paper] is Kimberly-Clark’s biggest push ever in the $3.5 billion-a-year U.S. toiletpaper business, where it is a relative newcomer. Its original Kleenex toilet-tissue brand struggled after its introduction in 1990. The company merged with Scott Paper, maker of the Scott and Cottonelle brands, in 1995 and created Kleenex Cottonelle, which helped Kimberly-Clark gain a 23% share of the market. But it trails rival Procter & Gamble’s Charmin, which has 30%. Among premium tissues, Kleenex Cottonelle still ranks a distant fourth behind Charmin, Fort James’s Northern and Georgia-Pacific’s Angel Soft. Overall, bath-tissue sales are flat and premium brands are losing share to economy-priced tissue.
In other words, the real spur to all this environment-raping TeePee was stagnant corporate profits, not popular demand. Left to their own devices, people gravitate toward “economy-priced tissue.”
This, of course, meant that people simply could not be left to their own devices, them and nature be damned.
Pope conveyed the outlines of the usual consequent marketing procedures, which have since yielded the true course of events:
Kimberly-Clark hosted focus groups to talk to consumers about toilet paper, and asked them to compare leading brands with the new Kleenex Cottonelle textured tissue. They discovered that even though tissue advertising doesn’t talk about how well a toilet paper wipes, that is what customers are thinking about.
In the meantime, the company will launch a new, softer version of Kleenex Cottonelle in the rest of the U.S. Those more-traditional ads show a bubble drifting onto folds of toilet tissue. But the product package includes the “clean, fresh feeling” promise, in an effort to prime consumers for the eventual appearance of the textured tissue nationwide.
In similar fashion, the alleged proof of the alleged product benefit comes after, not before, claims about it are implanted into “the consumer”:
“If we have news that’s important for a consumer, then we can find a way to tastefully communicate it,” says Tom Falk, group president of Kimberly-Clark’s North American tissue, pulp and paper business.
The advertising solution is an anthropomorphic roll of toilet paper with a heavy British accent (the voice of London actress Louise Mercer from the old NBC sitcom “Dear John”). “I’m new Kleenex-Cottonelle toilet paper, and I understand you have a cleaning position available,” the tissue says. “I have a unique, rippled texture designed to leave you feeling clean and fresh. I’d love to show you what I can do.”
In another ad, the tissue brags that consumers prefer it to the leading brand. “Looks like all my bottom-line thinking is paying off,” the tissue says. For now, the ads will claim only that consumers say the new tissue leaves them feeling cleaner than other brands, but Kimberly-Clark is “working on a way to objectively measure cleaning better,” says Mr. Willetts. “There’s no method right now.”
Oh, there’s a method alright. George Orwell is spinning in his grave…