One of Ireland’s leading household towel brands, Plenty, is coming back to TV this year in an attempt to drive awareness within the category.
Although household towels have traditionally been used for wiping up spills, consumers are now seeking more versatile household products that cater for a variety of household tasks as a result of changes in consumer behaviour.
The brand will use this to strategically leverage a heavyweight Above The Line campaign and utilise television to highlight the versatility of the Plenty range.
As a result of the brand’s newfound versatility, consumers now rate the brand higher for being indispensable around the house. Consequently, the brand now has a 23% share of the market, maintaining its number one position in the category.
Plenty’s range includes Plenty The Original One, Plenty The Fat One, Plenty The Big One, and Plenty Dura Cloth.
Ailish Walsh, Marketing Manager for SCA Ireland commented, “With big plans for Plenty in 2015-on TV, in store and via digital, now is the perfect time to stock up to watch your sales grow.”
© 2015 - Checkout Magazine by Hannah Popham.
