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Article | May 31, 2005
Libby Perszyk Kathman (LPK), in partnership with Procter & Gamble’s Bounty brand, created a holistic branding program for a new mid-tier Bounty Paper Towel brand called Bounty Basic.
“Bounty Brand resulted from a deep understanding of unmet consumer needs. Bounty Basic has superior wet strength relative to other mid-tier towels” says Brad Schwan Bounty Basic brand manager. "Consumers told us they wanted a good product at a great price. The product name packaging and all other consumer touchpoints had to quickly communicate this.” Through strenuous consumer and shopper research LPK designers were able to develop a compelling brand expression. The tagline “Practical. Not Pricey.” is featured prominently as well as the brand name Bounty Basic. Other distinguishing graphic elements include the “Basic” blue logotype and the yellow and orange hexagonal holding device (reminiscent of the honeycomb texture of the paper towel). Bounty Basic retails in 1-roll 3-roll 6-roll 8-roll 12-roll and 15-roll sizes.
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