SCA is to rebrand its Bounty kitchen towel to Plenty and will support the relaunch with an £8m marketing campaign.
A television campaign, created by Publicis, will break 2 March and feature the stars of previous Bounty ads Brenda and Audrey.
The 30-second spot shows the two cleaning and each time they wipe or clean spills the Plenty name appears on the towel.
The TV activity will be supported by an outdoor and press campaign to push the rebrand.
Below-the-line activity will centre on a seasonal “year of plenty” calendar of “credit-crunch beating” prizes and will point consumers to a brand website.
SCA bought the Bounty brand along with Procter & Gamble’s entire European tissue operation in 2007.
The company is also in the process of relaunching its Velvet tissue brand with a £5m campaign.