Bounty Paper Towels: How advertising caused a seismic change in the UK's use of paper towels - IPA Effectiveness Awards Case Study 2004

Brief Description: The 'Strong Housewives' campaign has been used to advertise P&G's paper towel brand Bounty since October 2001. This campaign successfully changed the way British consumers use paper towels, to the benefit of Bounty.? Today consumers use paper towels wet to clean and scrub away messes - something that was unthinkable prior to this advertising. Not only has the advertising paid back in the short term but it is also likely to contribute to longer term future sales growth ;---(TAGS)--- Full Title: How advertising caused a seismic change in the UK's use of paper towels ; Number: 2004/46 ; Brand Name: Bounty paper towels ; Client: Procter & Gamble ; IPA_ProductCoding: Disposable Paper Products (Kitchen paper/coffee filters etc) ; Agency: Publicis ; Publicis Commetrix ; Author: Fiona Keyte, Sam Dias ;