P&G is targeting people who

P&G is targeting people who have already tried some sort of makeshift wet toilet paper, mostly women from families with young children. Data shows that 60 percent of U.S. consumers have at some point made their own form of the product, moistening a sheet of regular toilet paper or putting together some combination of toilet paper and wet wipe. Twenty-five percent are regular users.
Reuters - P&G Rolls Out New Ad for Wet Toilet Paper. Makeshift wet toilet paper can be tricky business I would imagine.
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