Bounty ‘Bring It’ campaign launches music video on YouTube
CINCINNATI Bounty is telling messes to “bring it” in a new music video that debuted on YouTube Friday.
The first-ever music video from the Bounty brand puts a captivating and humorous spin on a paper towel product demonstration set to rap music performed by the “Paper Towel Gang,” Procter & Gamble said. The video, approximately two minutes in length, showcases an actual Bounty product demonstration originally created by P&G’s internal Research and Development team, in which 11 billiard balls are balanced atop one sheet of Bounty that is stretched taut across the mouth of a 10-inch bowl. The Bounty paper towel withstands the weight of the billiard balls without ripping or tearing. Then, for the ultimate test, five gallons of water are poured over the Bounty, which still holds up, showcasing the paper towel’s strength, absorbency and durability.
“Our motivation for the ‘Bring It’ campaign is to empower moms to encourage creativity and learning-by-doing with their children, with the assurance that they can say ‘yes to the mess’ with Bounty,” said Dave Lee, Procter & Gamble North American Bounty delivery brand manager. “We are excited to release the music video as a way to bring one of our amazing product demonstrations to life, showcasing Bounty’s benefits in a popular and highly entertaining way.”
Kimberly-Clark introduces Kleenex hand towels
DALLAS To address the growing need for hand hygiene products, Kimberly-Clark is introducing a single-use, disposable bathroom hand towel.
New Kleenex hand towels offer customers a single-use towel through a pop-up delivery system, keepin one clean, fresh, dry towel conveniently at hand.
“Consumers know that even after they are washed, hands are only as clean as the towel used to dry them,” said Gordon Knapp, president, Kimberly-Clark North Atlantic Family Care. “Kleenex hand towels are a first-of-its-kind solution that leverages K-C’s and the Kleenex brand’s strengths in translating consumer insights into product design and technology to offer a real alternative to less hygienic, shared bathroom cloth hand towels.”
Kimberly-Clark tested the product during a QVC shopping channel spot. In the first two airings, more than 7,000 cases of Kleenex hand towels were sold. The company plans to raise national consumer awareness and trial of the new Kleenex hand towels this spring with an integrated marketing program that includes print and TV advertising, direct-to-consumer online communications and blogging outreach, sampling, FSIs, experiential marketing and public relations activities.
“Based on early consumer feedback, we believe Kleenex hand towels will receive a positive reception from moms who are germ conscious, appreciate the convenience of disposable paper products, and make a clean and orderly bathroom a top cleaning priority,” said Ann Vanevenhoven, Kleenex senior brand manager.
Kleenex hand towels will be available at major U.S. retail locations in March at a suggested manufacturer’s retail price of approximately $3.00 for a box of 60 towels.
Healthy food, lifestyle ads outweigh junk, Grocery Manufacturers Association says
WASHINGTON More than two-thirds of advertisements that children and teenagers see today promote healthy lifestyles and nutritious foods, the Grocery Manufacturers Association said Wednesday in response to a report by the Center for Science in the Public Interest on food and beverage advertising to kids.
The CSPI released a “report card” Wednesday blaming food marketing for increases in poor diets and obesity among children, noting that the marketing was “primarily” for sugary cereals, fast food, snack foods and candy.
“Obesity is one of the nation’s most serious public health challenges, and our industry has significantly changed the way we develop and market our products to provide more healthy choices and to help consumers build a healthy diet,” GMA VP federal affairs Scott Faber said in response to the CSPI report.
The GMA also pointed out a recent Georgetown Economic Services study showing that advertisements for food, beverages and restaurants during children’s television programming fell by 31% between 2004 and 2008.