Bounty: Let the Spills Begin (Anthem)

Publicis Kaplan Thaler New York

Advertiser: Procter & Gamble
Brand: Bounty
Country: USA

Objectives

Of the brands in the paper towel aisle, Bounty is the biggest. Its volume share is over 3.5 times the size of the next largest branded competitor1. But, private label products were becoming an increased threat.

As consumers in many categories sought lower prices, consumers would buy private label2. However, private label products were never considered high in quality. Over time, attitudes toward these products began to change as quality improved3. So, Bounty communication needed to remind consumers that Bounty had no equal when it came to core performance attributes like absorbency and strength.