SCA Hygiene Products UK

Chemistry Communications Group

THE TEAM

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%.

OBJECTIVES

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.

STRATEGY AND TARGETING