Bounty (brand)

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Bounty
Bounty logo.png
Product typePaper Towel
OwnerProcter & Gamble
CountryUnited States
Introduced1965
TaglineThe Quicker Picker Upper
Websitewww.bountytowels.com

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

History[edit]

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]

Advertising[edit]

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.

Product[edit]

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.


References[edit]

  1. ^ {https://bountytowels.com/en-us/discover 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]