Georgia-Pacific Corp. rolled out Wednesday its latest version of its 102-year old flagship Quilted Northern bath tissue at a celebration in Times Square.

Dick Clark hosted the New Year’s Eve-style gala to promote new features of the brand—a top sheet with improved quilting and a second layer with extra softness and a package makeover.

More than $550 million has been devoted to research, capital, manufacturing and marketing towards the new tissue and other products identified by the company as major

Quilted Northern’s new packaging (bottom), which replaced the version used since 1959

product innovations, CEO A.D. Correll said in a statement.

To update its packaging, the image of the young girl that has been part of the creative since 1959 has been refreshed with a more multi-cultural look.

The effort will be supported by 160 million coupons, FSIs in nationwide newspapers offering a money-back guarantee, a major floor advertising effort at supermarkets, online advertising and new :30-second TV spots that began Monday.

In a separate development, in honor of the recent makeover of the Brawny Man character, Georgia-Pacific, the maker of Brawny, has teamed up with fashion commentator Melissa Rivers for the “Make Over My Brawny Man” Contest. The contest capitalizes on the male makeover trend. The promotion runs now until Feb. 3 and is a twist on the annual “Do You Know a Brawny Man?” Contest.

Women can enter the contest by writing an essay of 100 words or less describing why their man deserves a makeover. Entries can be submitted online at www.brawnyman.com, or sent via U.S. mail.

The grand-prize winner will win a prize package worth $10,000 including a trip for two to New York City for a photo shoot complete with stylist, a full makeover with style tips from Rivers and a spa getaway with guest at the Canyon Ranch Health Resort in Tucson, AZ.

Additionally, the winner will be the subject of a Brawny Man feature in the Sept. 2004 issue of Cosmopolitan and other national women’s magazines, including Redbook, O and Good Housekeeping.

DVC Worldwide, Morristown, NJ, handles the promotion. NY-based Edelman handles p.r.

Georgia-Pacific Corp. rolled out Wednesday its latest version of its 102-year old flagship Quilted Northern bath tissue at a celebration in Times Square.

Dick Clark hosted the New Year’s Eve-style gala to promote new features of the brand—a top sheet with improved quilting and a second layer with extra softness and a package makeover.

More than $550 million has been devoted to research, capital, manufacturing and marketing towards the new tissue and other products identified by the company as major

Quilted Northern’s new packaging (bottom), which replaced the version used since 1959

product innovations, CEO A.D. Correll said in a statement.

To update its packaging, the image of the young girl that has been part of the creative since 1959 has been refreshed with a more multi-cultural look.

The effort will be supported by 160 million coupons, FSIs in nationwide newspapers offering a money-back guarantee, a major floor advertising effort at supermarkets, online advertising and new :30-second TV spots that began Monday.

In a separate development, in honor of the recent makeover of the Brawny Man character, Georgia-Pacific, the maker of Brawny, has teamed up with fashion commentator Melissa Rivers for the “Make Over My Brawny Man” Contest. The contest capitalizes on the male makeover trend. The promotion runs now until Feb. 3 and is a twist on the annual “Do You Know a Brawny Man?” Contest.

Women can enter the contest by writing an essay of 100 words or less describing why their man deserves a makeover. Entries can be submitted online at www.brawnyman.com, or sent via U.S. mail.

The grand-prize winner will win a prize package worth $10,000 including a trip for two to New York City for a photo shoot complete with stylist, a full makeover with style tips from Rivers and a spa getaway with guest at the Canyon Ranch Health Resort in Tucson, AZ.

Additionally, the winner will be the subject of a Brawny Man feature in the Sept. 2004 issue of Cosmopolitan and other national women’s magazines, including Redbook, O and Good Housekeeping.

DVC Worldwide, Morristown, NJ, handles the promotion. NY-based Edelman handles p.r.