Bounty (brand)

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Bounty logo.png
Product typePaper Towel
OwnerProcter & Gamble
CountryUnited States
TaglineThe Quicker Picker Upper

Bounty is an American paper towel product manufactured by Procter & Gamble (P&G) in the United States. It was introduced in 1965.


Bounty “The Quicker Picker Upper!” came about through the acquisition of Charmin in 1957 by Procter & Gamble (P&G), its first consumer-paper products business. In particular, the predecessor to Bounty, Charmin Towels was a hit! This led to P&G's strategic investment in research, experimentation, and ultimately the innovation behind Bounty. While most paper towel brands were promoting their “strength” or their “softness,” P&G discovered that what consumers really cared about was “absorbency.” With this new insight, Bounty replaced Charmin Towels in 1965, and introduced a new 2-ply towel that was thicker, softer, and more absorbent than any other on the market.[1]


Nancy Walker as Rosie in a 1977 print ad for Bounty (pictured with actor Vito Scotti).

From the 1960s to the 1990s, veteran character actress Nancy Walker appeared in a popular and long-running series of commercials in the US, in which Walker played Rosie, a waitress in a diner, using Bounty to clean up spills made by the diner's patrons and demonstrating its better absorption compared to other brands. The tagline was originally "The quick picker-upper," later changing to "the quicker picker-upper", which became a common catchphrase, and was used for the brand's tagline (with variations) long after Walker ceased appearing in Bounty ads.

In the UK, they had a campaign featuring two large stubbly men wearing wigs and dresses referred to as Brenda and Audrey performing household tasks that require a paper towel and comparing them to other products.


Consumer Reports reported that the best paper towel was the Bounty DuraTowel, and the next two down the list were also Bounty products.[2]

In 1998, Bounty started selling napkins.[3]

Sale of British rights[edit]

In 2007, P&G sold its European business that also produced "Bounty" to SCA, and the product was then rebranded to Plenty in the UK.

In popular culture[edit]

  • In Season 9 Episode 1 (Road Rage) of the American documentary series Forensic Files, a homicide case was solved with forensic evidence that included Bounty paper towels.


  1. ^ { Article in "Bounty paper towels website"}
  2. ^ "Paper towels". Consumer Reports. EBSCOhost. January 2014.
  3. ^ Neff, Jack (28 September 1998). "Bounty extends brand via test of paper napkin". Advertising Age. 69 (39): 12.

External links[edit]