Sunday, July 08, 2001

What's the Buzz?

Ads push new Bounty in a Box

By Cliff Peale
The Cincinnati Enquirer

        Procter & Gamble Co. has rolled out a national advertising campaign for its new Bounty in a Box product.

        The ad in magazines like In Style features a box of Bounty that pops up as the page opens. “Where do spills generally happen?” it reads. “Any place they darn well please.”

        P&G introduced Bounty in a Box this spring, part of a series of extensions of the well-established paper towel brand. It followed the introduction of Bounty napkins in January.

        It's typical of many of P&G's bigger brands these days, trying line extensions that can add new customers and increase revenue without huge development costs.

        One other prominent example is the Crest Whitestrips brand rolled out to great fanfare earlier this year.

        As for Bounty in a Box, P&G says it matches the performance of Bounty paper towels with the convenience of a box “to allow consumers to conveniently handle tasks and messes outside the kitchen.”

        Have a tip about a Tristate company that should be included in our Buzz? Call 768-8147 or e-mail


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- What's the Buzz?