Background

Bounty as a brand that had a real challenge sustaining its relevance in a down economy. \”Paper towels are something that many consumers will either say, \’I don\’t need the most premium one\’ or \’I won\’t use them at all.\”

Insight

Paper towel shoppers quickly down trade or even drop the product when budgets are tight. They just don’t see the value relative to other products they need for their family.

Action

P&G emphasized value through in-store imagery demonstrating the brand\’s ability to be reused due to its strength with the \”Get it done with one\” campaign.

Result

Not available

Reference

Malinowska, P. (2010, November). Expo Keynote: P&G and Shopper Marketing. Instore Marketing Institute.

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