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P&G Uses Wal-Mart Title to Sample Bounty

By Apr 05, 2007

There’s an extra piece of paper in the issue of All You magazine that hits Wal-Mart racks tomorrow.

Procter & Gamble is using the Time Inc. title, which is sold exclusively at Wal-Mart, to sample Bounty paper towels.

A sheet of new Best-Ever Bounty paper towel is inserted in 400,000 copies of the April issue of All You. This is the first time P&G has sampled the brand via a magazine.

Best-Ever’s tagline, “Get it Done with One,” touts the towel as thick enough to clean up most spills with just one sheet. To demonstrate that, P&G put a single towel, folded into fourths and poly-bagged, next to the Bounty ad in All You. The towel is pasted onto the ad, surrounded by messy stuff: applesauce, baby oil, bacon grease, barbecue sauce. The next page delivers the tagline, with the copy “Clean up your tough messes with just one towel.”

Bounty’s promotions agency, Saatchi & Saatchi X, created the ad.

The 400,000 copies hit Wal-Mart racks in 16 states on April 6. P&G began advertising Bounty in the monthly magazine last May.

All You launched at Wal-Mart in 2004, and has since increased its total circulation, boosting it to 700,000 in January, up from 500,000 in 2006. Newsstand sales for January and February are up 14.7%, according to the magazine.

Later this month, All You reprises its annual in-store event, “Your Fresh Start for Spring,” for the third year (PROMO Xtra, April 6, 2005). The April 21 event will run in 1,000 Wal-Mart stores with a broad slate of brand sponsors.

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