Plenty drops ad characters

LONDON - Plenty, the kitchen towel brand formerly known as Bounty, has ditched brand mascots Brenda and Audrey in favour of a Latino cleaning superhero called Juan Sheet.

Plenty: introducing Juan Sheet
Plenty: introducing Juan Sheet

A TV campaign, created by Publicis London, breaks on 19 April as part of an £8.5m marketing investment in the brand. Juan Sheet's name is a play on the brand's strapline ‘One sheet does Plenty', which was first used last year.

The introduction of the brand figurehead forms one of the final phases of the product's migration from the Bounty name to Plenty, following SCA's acquisition of the brand from P&G in 2007. The TV work will be supported by online and direct activity led by Chemistry Communications.