Bounty is a premium priced paper towel brand; it wanted to attach benefit to those extra few dollars consumers pay. The benefit amounts to a single sheet that does more. It cleans more mess, picks up liquids more easily and lasts longer. This print campaign displayed the extent of ‘wipe-up quality’ with simple visuals. The campaign helped maintain Bounty’s superiority in the market by telling consumers: ‘No matter the mess, Bounty picks it up’.
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