Plenty Paper Towels ; Bounty Paper Towels: 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. By maintaining the ‘Strong housewives’ campaign that had previously launched under Bounty in 2004, it gave Plenty the instantly recognisable and engaging character of its predecessor, and a reassurance that the product remained exactly the same as Bounty. The campaign generated a payback of £2.13 for every £1 invested, and up to a £5.4m value loss has been averted by keeping the advertising consistent.