More than a picker-upper, Bounty’s new strategy inspires engagement with a household commodity.
Consumers regard Bounty as the highest performing paper towel in the category. However, some households were switching to products that were just “good enough” at competitive prices. As the category leader, Bounty has the potential to change the way people think, or rather, feel about paper towels by finding a better way to engage with their consumers.
At a time when generic private label brands were establishing a stronghold on this household commodity category, P&G needed a way to not only excite consumers to not just want Bounty paper towels, but to create a “Gotta-Have-It” sensation in shoppers at the First Moment of Truth. The solution was simple: to elevate Bounty’s prints offering to focus on passion points that have the power to engage and excite consumers.
The new prints vision focused on three themes: professional sports, movies and home décor, which featured geometric patterns, seasonal floral and scenes. This vision truly became a reality through licensing events for Minions and Finding Dory, as well as other interests such as football. The launch of each of these limited released prints stimulated incremental growth and transformed the way the business talked about prints.
This new prints strategy allows Bounty to appeal to different consumers, and it solidified prints’ integral place within the team and strategy. With the help of prints, Bounty continues to lead the $2 billion household commodity category, proving prints to be a true driver for growth and a fundamental building block for the brand.