The Handbook of Technology and Innovation Management

3.1. Introduction

Touted as the 'most significant category innovation since toilet paper first appeared in roll form in 1890' (Kimberly Clark, 2001), dispersible (flushable) moist toilet tissue on a roll was introduced in the United States by Kimberly Clark in 2001. According to a corporate press release, Cottonelle Fresh Rollwipes was a breakthrough product that 'delivers the cleaning and freshening of pre-moistened wipes with the convenience and disposability of toilet paper' (Kimberly Clark, 2001). Internal market research seemed to indicate that there was a clear customer need for a new product to supplement dry toilet paper. Surveys and focus groups revealed that over 60% of adult consumers had experimented with a moist cleaning method (e.g., using baby wipes, wetting a washcloth, sprinkling water on dry toilet paper) and one out of four used a moist cleaning method daily. Kimberly Clark made the obvious connection that a majority of US consumers found dry toilet paper to be limited for their real needs. Convinced that there was a huge market opportunity for a more convenient product that addressed this consumer need for a cleaner and more refreshing bathroom tissue, Kimberly Clark obtained more than 30 patents on a new product and dispenser and invested over $100 million in R&D and manufacturing to bring their Cottonelle Fresh Rollwipes to market. Backed by over $40 million in marketing programs, sales were expected to reach $150 million in the first year and $500 million ...