• Wall Street Journal, Tuesday, February 17, 2009 11:15 AM

Two themes emerged during this morning's perusal of marketing news on the net: some old brands are undergoing makeovers and some old brands are undergoing siege. First, the revivals.

Procter & Gamble has divined that we're not quite as fastidious about spilled juice as we once were -- or if we are, we aren't in danger of spiraling into depression at the first sign of a tumbler tumbling. So, writes Ellen Bryon, "the quicker picker-upper is getting a pick-me-up.... In a new ad campaign for Bounty paper towels, when a volcano science project creates a mess, 'mom' stays cool."

The 40-year-old slogan stills remains but the new attitude toward spills is "Bring it." P&G researchers say today's Bounty users are more relaxed about household spills -- or at least aspire to be. "Most moms really want to be that mom who says 'bring it,'" says David Corr, executive creative director for Publicis New York, which created the ads.

If she were still with us, presumably Rosie the waitress would be saying, "Bring it, dearie," too.

Read the whole story at Wall Street Journal »