HUGE ROLL by Publicis Kaplan Thaler New York for Bounty Paper Towels

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HUGE ROLL

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Industry Toilet Paper, Tissues & Towels, Business equipment & services, Corporate Image
Media Promo & PR
Market United States
Agency Publicis Kaplan Thaler New York
Executive Creative Director David Corr
Creative Director Kat Keeley
Account Supervisor Katie Crosby
Released January 2010

Credits & Description

Category: Fast Moving Consumer Goods
Advertiser: PROCTER & GAMBLE
Product/Service: PAPER TOWELS
Agency: PUBLICIS NEW YORK
Date of First Appearance: Feb 1 2010 12:00AM
Entrant Company: PUBLICIS NEW YORK, USA
Entry URL: http://www.facebook.com/bounty
Chief Creative Officer: Rob Feakins (Publicis New York)
Executive Creative Director: David Corr (Publicis New York)
Group Creative Director: Bertrand Garbassi (Publicis New York)
Creative Director: Kat Keeley (Publicis New York)
Worldwide Account Director: Gail Hollander (Publicis New York)
Group Account Director: Kirsten Meyer (Publicis New York)
Account Supervisor: Katie Crosby (Publicis New York)
Director of Print Graphic Services: Victor Basile (Publicis New York)
Senior Producer / Director: Andrew Tucci (Publicis New York)
Senior Art Producer: Samantha Jaffoni (Publicis New York)
Senior Project Manager: Maghan Haggerty (Publicis New York)
Communications Planning Agency: Carat
In-store Agency: The Integer Group
Digital Agency: Bridge Worldwide
Media placement: TV - Network, Cable, Syndication - 1 February 2010
Media placement: Broadband - Rotations Across AOL, Disney, IVillage, MSN, Tremor & Yahoo Networks - 8 March 2010
Media placement: FSCI (2) - P&G Brandsaver - 7 February 2010
Media placement: Inflatable In-Store - Wakefern Corporation (Shop Rite Supermarkets), Smart & Final, Associated Wholesa - February 2010
Media placement: Delivery Truck Wrap - Penn's Best Trucking Company Throughout Northeastern US - 8 March 2010
Media placement: Huge Cart/Huge Roll - National Tour (San Antonio TX, Grand Rapids MI, Cincinnati OH, North Bergen NJ, - 6 March 2010
Media placement: Instruction Banners/Tstands - National Tour (San Antonio TX, Grand Rapids MI, Cincinnati OH, North Bergen NJ, - 6 March 2010
Media placement: Facebook - Facebook - 4 March 2010

Describe the objective of the promotion.
Bounty wanted to excite consumers and customers alike by engaging them in unexpected ways in the launch of new Bounty Huge Roll – Bounty’s HUGEST roll of paper towels EVER. Consumers needed to appreciate the added value of buying a larger roll size, even though it cost more at shelf. Key retail partners needed to feel like this was a huge launch, on a tiny budget. We also wanted to use the launch of Huge Roll as our way in to social media, giving consumers a reason to fan Bounty on Facebook and create an ongoing relationship with the brand.

Describe how the promotion developed from concept to implementation
With the idea that Bounty’s Huge Roll comes with a HUGE amount of Bounty, we began at our distribution source by wrapping 28 delivery trucks with Huge Roll messaging, followed by huge in-store installations. We created a GIANT cart and roll and sent it on a six city tour, encouraging shoppers to take photos that could be uploaded to Facebook by becoming a fan of Bounty. Accompanying the cart was signage showing proper lifting technique of the Huge Roll, and branded weight belts and hand weights further reiterated the message in store. FSCIs and high-value coupons were also leveraged.

Describe the success of the promotion with both client and consumer including some quantifiable results
To date, the success of the Bounty Huge Roll has been, well, huge! Over 14 days of live promotion at retailers, more than 13,000 high-value coupons were distributed to consumers at POP. One store location completely sold out of their entire stock of Bounty Huge Roll (six pallets) in one day! Over 2,000 shoppers had their picture taken with the prop, with 396 pictures uploaded to Facebook garnering almost 2,000 views. The Bounty Facebook page has over 3,000 fans and is still growing! In addition, Bounty Huge Roll has garnered over 114 million media impressions to date across the country.

Explain why the method of promotion was most relevant to the product or service
The paper towel category holds very little interest to consumers, who often have a stable of brands in their acceptable set of choices. Because they are not especially brand-loyal, disruption via promotion in store and messaging in unexpected channels are crucial to driving consideration and ultimately purchase. This new, larger roll is being sold at a higher price point during tough economic times, so it was imperative to engage both consumers and customers to get them excited about the launch.