On an emotional note...

If the concept of "two-ply" confused you earlier, this article might drive you over the edge.

Hogla-Kimberly invests in new toilet paper line
SHARON WROBEL, THE JERUSALEM POST
Sep. 12, 2005
Hogla-Kimberly, a subsidiary of US-based Kimberly-Clark, has invested NIS 7 million into redesigning its Mollet toilet paper range in a move to widen and strengthen the sales potential of the group's value-for-money category.
"Our target is to turn the "Mollet" toilet paper range into the No. 1 brand in the value-for-money category. As a result, we expect its market share to grow from 15.5 percent to 20% over the next two years," said Eyal Malis, manager of Hogla-Kimberly's paper product range.
Under a strategic plan which commenced about two years ago, Hogla-Kimberly has invested NIS 18m. in the classification and marketing of its toilet paper into three categories: premium, value-for-money and economy. The group's production lines in Israel include Lili and Kleenex in the premium category, Mollet in the value-for-money category and Shmurat Teva in the economy category.
Malis said that customer needs have changed in recent years.
"They are demanding a product that combines quality and beauty at a good price," he said "The new Mollet product line has been designed to be attractive, young, individual and emotional as well as price attractive."
Hogla-Kimberly's strategic plan comes after competitor Sano entered the premium toilet paper market with a new super-soft version last year. Sano Soft Silk supposedly contains 10% more paper per roll than its competitors, and the price is about the same. Owned to 50.1% by Kimberly-Clark, the company has three production facilities, one for diapers and two for paper products. American Israeli Paper Mills holds the other 49% stake in Hogla-Kimberly, which dominates the disposable diaper market with a 70% share.

which led to the following discussion.........

W: Okay, why does toilet paper have to be "attractive, young, individual, and emotional" in addition to having an "attractive" price? I guess I need to go home and look at my toilet paper. How does one tell if one's toilet paper is young and emotional? A whole new way of looking at things!

G: Here's my question. If these are the same people who have to rip up toilet paper and put it on the floor, because they can't tear off toilet paper on the sabbath, why do they need "attractive, young, individual, and emotional" toilet paper. Wouldn't they be better off trying to come up with a brand of non-tear toilet paper or sabbath compliant toilet paper? I think that would be a bigger market.

W: SO TRUE!!

I had totally forgotten the Israel angle. I mean, if my stove has a "Sabbath setting" then you would think an Israeli company would put their research money into sabbath friendly toilet paper.