Bounty - How advertising caused a seismic change in the UK’s use of paper towels
Sam Dias and Fiona Keyte, Institute of Practitioners in Advertising, Silver, IPA Effectiveness Awards, 2004
This is a case where advertising not only led to success for Procter & Gamble’s Bounty paper towels brand but is also responsible for changing seemingly entrenched consumer behaviour.
This is a case where advertising not only led to success for Procter & Gamble’s Bounty paper towels brand but is also responsible for changing seemingly entrenched consumer behaviour. The achievement is all the more impressive because it succeeded in building a brand in a market where other household names had failed. The ‘Strong Housewives’ campaign set out to convince people that paper towels are not just for mopping up spills. Because Bounty stays strong when wet, the campaign argues, they can be used for tougher chores such as scrubbing sticky surfaces. The ‘Strong Housewives’ campaign has led to more people using paper towels wet to tackle kitchen mess – something that was unthinkable prior to the advertising – and a significant increase in paper towel usage. Within the first year of the campaign Bounty value share increased by 50%. To date it has generated additional sales of £37m from slightly more than £10m worth of TV advertising: an estimated ROI of 10%. This paper contains a particularly useful discussion of future value. Based on the assumption that this behavioural shift is permanent it highlights the potential of a £167m opportunity going forward. A couple of judges were so impressed by this case that they bought some to try at home and have been convinced!