More than a picker-upper, Bounty’s print strategy taps into emotion to stand out in a crowded segment.
Despite leading the category with superior cleaning abilities, some households began switching from Bounty to generic products that were just “good enough”. To retain their position, P&G needed to give customers a new reason to pick Bounty paper towels—one founded in emotion, not cleaning ability.
The solution was simple, but ingenious: Prints. Prints give customers the choice to bring color and character into their home and share it with their family. The vision crystallized after a hands-on experience session with P&G leadership. The strategy would focus on three passion points, supported by licensing deals and design principles:
- Professional sports, represented by football.
- Movies, via Minions, Finding Dory, and Frozen.
- Home decor, with seasonal floral and geometric patterns and scenes.
Prints became a massive success, bolstering sales by over $50 million and influencing P&G’s strategies for other products across the business. Taking the Bounty brand from clean-up to real connection, prints have proven themselves to be a driver of real growth.