Plenty: when advertising really is the lifeblood of the brand

Principal Author: Joanne Bryan-Harris – Publicis

Contributing Authors: Andy Lear – Publicis; Neil Blackburn – SCA UK

INTRODUCTION

Over the thirty year history of the IPA Effectiveness Awards, many cases have documented the contribution of advertising to building and maintaining strong brands. In this case, we go further than ever before in putting advertising to the test, demonstrating just how powerful advertising can be in protecting a brand from the risks of changing its identity.

In 2007, the well known and well loved paper towel brand Bounty was sold. As part of the sale process, it had to forfeit its highly prized brand identity – its brand name, logo and packaging. It was left to the advertising to protect the equity of the brand and ensure that its strong relationship with consumers survived its outward transformation.