Paper tigers flex new muscle in category.

This article focuses on the growth in competition within the paper products industry in the U.S. as of September 1999. The $3.7 billion bath tissue segment has become perhaps the most contested among paper products in 1998. Procter & Gamble spent $50 million for an advertising campaign developed by D'Arcy Masius Benton & Bowles for its Charmin tissue. The product rollout of Kimberly-Clark is an improved version of its Kleenex-Cottonelle brand, backed by a total of $100 million in marketing support from Ogilvy & Mather. The competition for the retail sector is one factor quickening the marketing pace. INSET: Bath tissue tussle.