SCA Hygiene Products - Plenty Launch

The UK’s leading kitchen towel Bounty had been sold from Procter and Gamble to SCA, with the agreement that SCA needed to rebrand the product within three years.

SCA Hygiene Products – Plenty Launch

Agency name: Chemistry Communications Group Client name: SCA Hygiene Products UK Ltd Category: Event Marketing

BACKGROUND

Bounty Kitchen Towel was launched in the UK in 1997 by Procter and Gamble. Since then they invested heavily in it to make it the market leader. In 2007 P&G sold the product (but not the brand) to SCA. As part of the agreement SCA had to rebrand the product within 3 years.

SCA needed a fully integrated migration campaign that would soften the impact of the new name with a tough objective...

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