Procter & Gamble has handed roster agency Leo Burnett the £16m task of launching top US kitchen paper brand Bounty in the UK.
The agency already handles the brand in Germany, where it was launched two years ago, and is preparing for the campaign backing this month’s UK launch.
Bounty is priced at a 25 per cent premium to own-label products which take about 70 per cent of the market.
The prospect of a P&G onslaught has already led rival Kimberly-Clark to axe its Andrex kitchen paper brand, and switch resources to the brand leader Fiesta.
P&G claims that Bounty will be one of the biggest launches ever undertaken in the market, and it has earmarked a further £14m for a direct marketing campaign involving a door-drop to 11.5 million homes – half of UK households.
Burnett has been awarded other P&G business over the last year, such as the launch of the deodorant Secret.
It is also running the campaign for Max Factor’s Gold range, featuring Madonna.