Battle Of The Bathroom

Taking a swipe at rival Kimberly-Clark, Procter & Gamble bought the patents and rights to Moist Mates, a premoisted toilet tissue on a roll, from privately held Moist Mates.

P&G plans to relaunch the brand, which was in limited distribution, in July as Charmin Fresh Mates in the Southeast and Mid Atlantic states.

Advertising from D’Arcy Masius Benton & Bowles, New York, breaks in August.

The rollout will directly compete with Kimberly-Clark’s Cottonelle Fresh Roll Wipes, a similar product planned for launch this summer.