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Imagine That! P&G's Bounty Now Promises To Clean

In "Campaign Spotlight," Stuart Elliott reports that Procter & Gamble has been bouncing around over the recession, trying to get a handle on ever-changing consumer buying habits, and its Bounty paper towels is a good example.

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.



Read the whole story at The New York Times »

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