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This article reports on the business strategies employed by Procter & Gamble to maintain its lead in the paper towel category as of June 1996. The company is testing its Quilted Bounty Rinse & Reuse, a thicker, stronger towel than regular Bounty that can be rinsed and reused like a cloth towel, in several states in the U.S. The Rinse & Reuse earned an A rating in the paper towel category. Television advertising for the product testing does not use an environmental message, instead focusing on the brand's ability to easily soak up big spills. The Bounty test comes as K-C makes plans to roll out improved products of its own in 1997 using new technology from Europe that enables more absorbency.