Bring It.

Bounty Puts a New Spin on Spills
The Wall Street Journal
http://online.wsj.com/article/SB123482144767494581.html

This article describes Bounty's new ad campaign, which features women having a more proactive attitude towards household messes. Instead of their typical commercials, which feature mothers panicking over spills while a Bounty sheet saves the day, these commercials show mothers with a tougher, "bring it on" mentality. P&G has found that these women, who are responsible for a majority of their sales, are being calmer, or at least trying to be, about spills and messes. P&G hopes that these ads can continue to bring about revenue increases in the current economic situation. While paper towel sales overall have looked bleak, Bounty has still increased its sales over the past few years. They hope to continue to differentiate themselves from private-label paper towels by offering better value, in addition to the new campaign directed towards their target market.

I feel as though Bounty is on the right track with their campaign. It is not considered "cool" to flip out about a stain or spill. Who hasn't heard "There's no use crying over spilled milk"? The laid back attitude is one that is deemed attractive. Especially when it seems as though so many other things could go wrong in this economy. In the scheme of things, a mess isn't a big deal. So there's no need to stress. I give kudos to Bounty for this advertisement, but don't know if it will actually spur sales. However, Bounty's reputation for higher value will continue, and this can hopefully carry them through the recession.