SCA Hygiene Products UK
Chemistry Communications Group
Sam Maitland – Senior Account Manager
Ingrid Purcell – Client Services Director
Sarah Andrews – Senior Account Director
Mark Anderson – Account Manager
Tim Uden – Creative Director
Mark Harrison – Designer
Gilly Hanna – Copywriter
Catherine Andrew – Senior Planner
Deborah Collison – Creative Services Director
Kenny Risk – Artworker
WHAT IS WONDERFUL ABOUT THIS WORK?
Rebranding Bounty, one of the UK's top 50 brands, was going to be a big challenge. Changing a name can confuse consumers and lead to a 20% drop in sales. But we cleaned up! Penetration is actually up by 7.4% to 34.7%, with year on year growth of 20.9%.
To communicate the name change and drive initial sales of Plenty to top Bounty consumers. Achieve 50% recognition of the new name, 15,000 coupon redemptions and 30% sales from targeted consumers. Help maintain current value share profile and penetration.