Procter & Gamble (P&G) is extending its Bounty tissue brand with the launch of Bounty To Go paper towels. The extension of Bounty into the out-of-home market follows a similar move with its toilet tissue brand Charmin earlier this year.
Bounty To Go will be available as a coreless, solid roll, in a dispenser designed to fit in a briefcase or a suitcase. The product will initially be launched in the US. The dates for the European launch are yet to be confirmed.
The Charmin brand was extended with the launch of two out-of-home products – Charmin To Go toilet tissues and Charmin To Go toilet seat covers (MW February 7). The tissue brand was launched in the UK in February 2000 with a £27m advertising budget.
The Bounty brand recently reshuffled its media agencies in the UK, stripping Media Planning Group of its £3.3m account and moving it to P&G roster agency MediaVest. MediaVest already handles media planning and buying for various P&G brands including Fairy, Swiffer, Tempo and Charmin. Bounty’s creative work is handled by Partners BDDH.