Two decades ago, the last time Procter & Gamble Co.undertook a massive brand culling like that announced Aug. 1, it tried to consign White Cloud toilet paper to the dustbin of marketing history. Instead, White Cloud became a billion-dollar brand — for Walmart.
Proving one company’s trash is another’s treasure, Boca Raton, Fla.-based entrepreneur Tony Gelbart claimed the White Cloud brand for himself, then won a challenge from a remorseful P&G before the U.S. Patent and Trademark Office to keep it. He sold Walmart on using the brand as a private label. And today it has White Cloud products not only in toilet paper but also paper towels, facial tissue, diapers, training pants, baby wipes, chlorine bleach, cotton balls, cotton swabs and laundry detergent.
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