Bounty (brand)

Bounty
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

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

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

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

  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.


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