Georgia-Pacific Rolls Out New Three-Layered Premium Bath Tissue

ATLANTA, Sept. 22 /PRNewswire/ -- Georgia-Pacific has unveiled its latest innovation for the company's flagship bath tissue brand: Quilted Northern Ultra Plush(TM). The new bath tissue is the first premium 3-layered bath tissue with Plush-Quilts(R), delivering three layers of comfort.

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Quilted Northern Ultra Plush bath tissue replaces Quilted Northern Ultra(R) 2-ply. The new product was developed using an innovative paper-making process that makes the tissue softer, stronger and more absorbent than the previous 2-ply Quilted Northern Ultra bath tissue. The new long-lasting rolls feature the famous Quilted Northern Quilted(R) pattern on the first two layers.

"We are committed to leadership in the premium bath tissue segment and we've put a multi-million dollar investment into the new Quilted Northern Ultra Plush," said Sean Fallmann, president - Georgia-Pacific's North American consumer products business. "We've succeeded in building upon the brand's reputation for softness by adding a third layer that offers consumers luxury they can experience every day."

New Quilted Northern Ultra Plush is available across the country in grocery, drug and club stores, and mass merchandisers.

Quilted Northern(R) continues the tradition of being an innovative bath tissue brand. From its early beginnings over 100 years ago, Quilted Northern was among the first bath tissue brands to be sterilized (1920s), "splinter free" (1930s), and use two layers (1960s). Today, the brand offers a new 3- layer bath tissue that provides a luxurious experience you can see and feel.

As part of this major product upgrade, Quilted Northern Ultra Plush packaging has a luxurious new look, including bolder colors for greater visual impact on shelf. In addition, Georgia-Pacific is supporting the product's rollout with new advertising that has been launched nationwide.

"Our strategy is to break through the product category by providing a product that is actually different with an added layer for softness, absorbency and strength," explained Andrew Towle, vice president and general manager - tissue category. "We are using a different communication style as well - rather than focusing exclusively on product attributes, we are focused on delivering a luxurious experience."

The integrated campaign, which includes television - with 30- and 15- second spots - print, online, FSI, in-store, direct mail, and public relations, brings Quilted Northern Ultra Plush to life.

Headquartered at Atlanta, Georgia-Pacific is one of the world's leading manufacturers and marketers of building products, tissue, packaging, paper, cellulose and related chemicals. The company employs approximately 50,000 people at more than 300 locations in North America, South America and Europe. The familiar consumer tissue brands of Georgia-Pacific Consumer Products LP include Quilted Northern(R), Angel Soft(R), Brawny(R), Sparkle(R), Soft 'n Gentle(R), Mardi Gras(R), So-Dri(R) and Vanity Fair(R). Dixie Consumer Products LLC, a Georgia-Pacific company, manufactures the Dixie(R) brand of tabletop products. Georgia-Pacific has long been among the nation's leading manufacturers and suppliers of building products to lumber and building materials dealers and large do-it-yourself warehouse retailers, with brands such as Plytanium(R), Ply-Bead(R) and Wood I Beam offered by Georgia-Pacific Wood Products LLC and DensArmor Plus(R), DensGlass Gold(R) and ToughRock(R) offered by Georgia-Pacific Gypsum LLC. For more information, visit www.gp.com.

SOURCE Georgia-Pacific