NEW YORK – Continuing its strategy of folding weaker brands into power brands, Procter & Gamble will drop the 35-year-old White Cloud bathroom tissue brand in favor of the newer Charmin Ultra. D’Arcy Masius Benton & Bowles/N.Y., AOR for Charmin, will handle Charmin Ultra while Leo Burnett/Chicago will lose the $7 million White Cloud account. Previously, the big client folded its Puritan Oil line of cooking oils into Crisco Oil and shuttered its Citrus Hill orange juice operation.
Copyright Adweek L.P. (1993)
Get Adweek's Brand Marketing Daily Newsletter in your Inbox
Today's highs and lows of creativity