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...