Bounty - How advertising caused a seismic change in the UK’s use of paper towels

This is a case where advertising not only led to success for Procter & Gamble’s Bounty paper towels brand but is also responsible for changing seemingly entrenched consumer behaviour.
Agency: Publicis and Publicis CommetrixAuthors: Sam Dias and Fiona Keyte

Bounty

How advertising caused a seismic change in the UK's use of paper towels

BACKGROUND

In the US Bounty is a mega-brand. Having been around for over 40 years with 35%...