A year after changing campaigns for the brand, P&G is refocusing its advertising again. While it is hanging onto its most recent "Bring it" element, now
Bounty ads end with proclamations that it is "the clean picker upper." "(Yes, a campaign for paper towels devoted to how they clean. What next, a campaign for bread devoted to how eating it keeps away
hunger pangs?)," Elliott muses.
Besides new TV spots, there is a new URL, new packaging, a social media presence and a cause-marketing program.