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 of maintaining market share within the first year.

The new name Plenty was chosen as it had positive connotations to different uses which links back to the product. The product would not change – only the name would change – this would become the focus for the campaign.

NATIONAL CONTEXT OF THE CAMPAIGN