![]() Also, Reina Castellanos added, "By featuring our designs on a national level, Bounty’s Inclusive Artists Project is helping to inspire other artists in how far their work can take them." "It’s important for multicultural artists to see brands highlight art that was created by the people that reflect their community," said Bounty Prints artist Kingsley Nebechi. To date, Bounty has donated $650,000 to the inclusive artist initiative with the mission to celebrate and amplify diverse artists, highlighting not only their art, but also their styles and stories. We’re excited to see and support the next generation of artists." "At Bounty, we believe in inclusivity and are committed to diversifying artist representation, which is why we’re donating $100,000 to fund scholarships for creatives of color in the field of Fine Arts and Design though the Inclusive Artists Project. "We’re delighted to partner with these talented artists who are passionate about inspiring young creators to pursue a career in the arts," said Janette Yauch, Bounty Vice President. If you like In Advertising, be sure to read the Advertising column that runs Monday through Friday in the Business Day section of The New York Times print edition and on Taps Artists Shadé Akanbi, Reina Castellanos and Kingsley Nebechi for its Latest Prints InstallmentĬINCINNATI, March 07, 2023-( BUSINESS WIRE)-As part of Bounty Paper Towel’s Inclusive Artists Project, the Quicker Picker Upper joined forces with three artists – surface print and accessories designer Shadé Akanbi, illustrator Reina Castellanos, and graphic designer and illustrator Kingsley Nebechi – to create original artwork that will be featured on a new limited-edition collection of paper towels. Perhaps they, er, um, clean forgot about the interview. ![]() Representatives from the Publicis USA New York office were unavailable to discuss the campaign, according to a spokeswoman at MS&L. “It’s consistent in an evolution of how we talk to her and rooted in the competent clean she can trust.” “I think we feel really good on the communication to the consumer and the understanding of the consumer needs,” he says. Lee says, “our business is doing really, really well” and “we continue to lead category growth.”Īs for whether another change in how Bounty speaks to consumers is one too many, Mr. There are also new ads for other brands of paper towels like Brawny, sold by the Georgia-Pacific unit of Koch Industries, and two brands sold by Kimberly-Clark, Scott and Viva.Īlthough “I can’t comment on competition,” Mr. Again, no surprises, Bounty prevails.īounty is not alone in changing campaigns. In the second spot, the performance of Bounty Extra Soft is compared with a wet dishcloth rather than Brand X. No worries, with Bounty Extra Soft - a variety of Bounty - on hand, as an announcer says: “Art projects in the kitchen? Bring it.” In a second commercial, a mother and her son are together in the kitchen and he uses cake frosting to draw a portrait of his grandmother on the counter. The woman grimaces, but after she runs her hand over the counter she is relieved to see how clean it is. In the first Bounty commercial in the campaign, a woman enters the kitchen of her friend, who places a wedding gown on the counter. It’s still early, and we’ll learn as we go.” Lee replies: “We really feel great about our campaign, and we’ll see where we go next. ![]() The use of the feminine pronoun reflects that the Bounty ads show only women, usually mothers, cleaning.Īsked whether some promotions this month centered on Father’s Day for another Procter brand, Pampers diapers, might inspire Bounty to someday include a man or two in the campaign, Mr. ![]() There is also a demonstration that pits Bounty against an unidentified “bargain towel,” which of course concludes with Bounty’s triumph. “With one sheet of new Bounty,” an announcer says in one commercial, “you’ll have confidence in your clean.” Recent commercials for Bounty have touted it as superior to an unnamed “bargain brand,” and that approach has been worked into the new campaign. The company has increased some ad budgets, slashed prices of some products and rolled out campaigns that promote some brands as values compared with cheaper competitors. Procter, the nation’s largest advertiser, has been zigging and zagging during the last couple of years as consumers changed their buying habits to cope with the financial crisis and the recession. The subtext is, of course, the economy, and how frugal shoppers are watching how many paper towels they use each time there is a mess to be mopped up in the kitchen. The concept the campaign seeks to get across is that a single sheet of Bounty is strong and absorbent enough to get surfaces clean.
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