Viva outmuscles Brawny, other rivals

06/6/2007 | Advertising Age (tiered subscription model)

Having moved up from fourth to second in the premium paper towel category with limited ad support, Kimberly-Clark's Viva is getting a new marketing push. The new effort is based on research showing consumers perceive Viva's brand personality as feminine compared with the masculine identity of category leader Procter & Gamble's Bounty and rival Koch Industries' Brawny.

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