Bounty (brand)

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Bounty
Bounty logo.png
Product type Paper Towel
Owner Procter & Gamble
Country United States
Introduced 1965
Tagline The Quicker Picker-Upper
Website www.bountytowels.com

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

Sale of British rights[edit]

In 2007, P&G sold the UK rights of the product Bounty to Swedish manufacturer Svenska Cellulosa Aktiebolaget (SCA) on the understanding that SCA would rebrand the product to their own name within a limited time period. Consequently, the product on sale as "Bounty" in the UK has become rebranded as "Plenty". P&G retains all rights to the name "Bounty" and their product remains on sale under that name in the United States.

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.

Since its rebranding as "Plenty", the company allocated over a third of its £8.5m marketing spend to a marketing campaign featuring "Juan Sheet", an ironic and satirical representation of a Spanish conquistador, with the tagline "Juan Sheet (one sheet) does plenty",[1][2] replacing the earlier 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. [3]

In 1998, Bounty started selling napkins.[4]

References[edit]

  1. ^ Fern, Joe (14 April 2010). "Plenty unveils new "Juan Sheet" brand icon". Marketing Week. Retrieved 12 May 2017. 
  2. ^ Peretti, Jacques (6 July 2014). "SUVs, handwash and FOMO: how the advertising industry embraced fear". The Guardian. 
  3. ^ "Paper towels". Consumer Reports. EBSCOhost. January 2014. 
  4. ^ Neff, Jack (28 September 1998). "Bounty extends brand via test of paper napkin". Advertising Age. 69 (39): 12. 

External links[edit]