Plenty: when advertising really is the lifeblood of the brand

In 2007, the paper towel Bounty was sold, rebranded, repackaged and named as ‘Plenty’. Previous cases suggest these changes will result in a drop in sales of up to 20%, but owners SCA set the challenge to change all these elements without losing any sales, market share or brand equity.

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


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...

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