Plenty The Big One is an attempt to increase the different consumer uses for the kitchen towel, including outdoors in garages and the garden.
The new product is nearly 50% larger than the normal Plenty kitchen towel and the marketing campaign will focus on its versatility. It will be on-shelf by the end of the month.
The marketing will include sponsorship of ITV1 Sunday show The Cube in October, including a presence on the ITV2 repeats and video on demand. There will also be digital activity.
Plenty rebranded from Bounty in 2009 and the Juan Sheet character was introduced in April 2010.
The brand continues to lead the household towel market and has a 20.2% value share.
Sister brands owned by SCA include Velvet, Tena and Bodyform.
See the work of Publicis on the previous Juan Sheet campaign at the Pitch website here