Birth of an Icon: Bounty

It may be the infamous Quicker Picker-Upper, but it took almost a decade for legendary innovative researchers to perfect the revolutionary paper-making process behind the Bounty brand.

It happened during a historic period at P&G—from the mid-1940s through the 1960s—when we dramatically expanded from primarily a soap and candle company into new product categories and new geographies. In 1957, we entered the paper goods field when we acquired Charmin, a small Wisconsin-based tissue maker.

At the time, other paper towel companies were promoting their strength or their softness. But when we asked customers what they wanted in a paper towel, they told us something new: absorbency.

So in 1965, after eight years of research, Bounty introduced a first-of-its-kind, two-ply paper towel that was thicker, softer, and more absorbent than any other paper towel on the market.

Early Bounty advertisement

Compelling visual ads left no doubt about Bounty’s superior absorbency, and we still show that time-tested benefit in current advertising. Early campaigns from the Rosie TV spots to the Paper Towel Gang videos continue to demonstrate that it’s the most absorbent paper towel on the market.

Now the brand is sporting a new attitude: Bring It. It reflects what our best customers tell us: that Bounty helps them embrace life, uninhibited by messes. The Bring It spirit also helps drive our support of the creative development of schoolchildren.

Bounty is proud of its role as a founding partner of, an online site that lets teachers connect with parents about what school supplies are needed to help children discover and learn. And as part of our campaign for P&G’s sponsorship of the London 2012 Olympic Games, we promoted the spirit of learning by doing.

The strength and absorbency of original Bounty is a part of several new varieties, including Select-a-Size, which lets you choose a towel-size based on the amount of the mess. There’s also Bounty Basic, the towel that holds up for everyday clean ups, unlike other 1 ply towels. And at mealtime, Bounty Quilted Napkins gently wipe messy hands and faces.

As families’ needs change, so does Bounty. In 2012, we worked to make Bounty even better, increasing its performance and value with "trap & lock" technology, designed to lock in big messes with one sheet.

Although Bounty is now in its 47th year, and one of P&G’s billion dollar brands, one thing hasn’t changed. We’re still innovating to make Bounty absorbent, durable, and long-lasting enough to clean up everyday messes and spills, and still soft enough for the curious hands and faces of those who cause them.