Bounty (brand)

Bounty is an American brand of paper towel that is manufactured by Procter & Gamble (P&G) in the United States. It was introduced in 1965.

This article is about the paper towel brand. For the candy bar, see Bounty (chocolate bar).
Bounty
Product typePaper towel
OwnerProcter & Gamble
CountryUnited States
Introduced1965 (1965)
TaglineThe quicker picker-upper; The stronger soaker-upper
Websitewww.bountytowels.com

History

Bounty, whose tag line, "the quicker-picker-upper!" came about through the acquisition of Charmin in 1957 by Procter & Gamble (P&G), its first consumer-paper products business. Charmin Towels was the successful predecessor to Bounty, which led to P&G's strategic investment in research and development of the innovative Bounty. While most paper towels were being marketed promoting their strength or softness, P&G found consumers primarily preferred absorbency. With this new idea for marketing, Bounty replaced Charmin towels in 1965, and introduced a new 2-ply towel which was thicker, softer, and more absorbent than on the market.[1]

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 long-running series of popular commercials in the US, in which Walker played Rosie, a waitress in a diner, who used Bounty to clean up spills made by the diner's patrons and demonstrating its better absorption, compared to other brands. The original tag-line, "the quick picker-upper", was soon changed to "the quicker picker-upper", which became a common catchphrase (with variations) long after Walker ceased appearing in Bounty ads.[2]

In the UK, they had a campaign featuring 2 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. Later, the adverts featured a man known as Juan Sheet, a pun on "one sheet", using the slogan "one sheet does Plenty" (Plenty being the name of the product in the UK at the time.)

Product

Consumer Reports reported (2014) the best paper towel was Bounty DuraTowel, followed by the next two on the list also being Bounty products.[3]

In 1998, Bounty started selling napkins.[4]

Sale of British rights

In 2007, P&G sold its European business that also produced "Bounty" to SCA, and the product was then rebranded to Plenty in the UK.

  • In Season 9 Episode 1 (Road Rage) of the American documentary series Forensic Files, a homicide case was solved with forensic evidence that included Bounty paper towels.

References
  1. Article in "Bounty paper towels website"
  2. Cross, Mary (2002). A Century of American Icons: 100 Products and Slogans from the 20th-Century Consumer Culture. Greenwood Press. pp. 156–157. ISBN 978-0313314810. Retrieved 4 September 2020.
  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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