The Week: Advertising news - SCA rebrands Bounty towel

Bounty, the SCA-owned kitchen towel, is set to be rebranded as Plenty.

The change will be promoted with a TV campaign through Publicis. The ads, which will launch on 2 March, will feature Brenda and Audrey, the transvestite housewives who fronted Bounty's previous campaigns. The TV spot will be supported by outdoor, press and direct marketing activity.