ABOUT

In a low-interest, highly commoditised market, Plenty needed to continue leading the category with the idea that using any other paper towel is a false economy.

We led differentiation and brand loyalty by addressing emotional, as well as rational consumer needs.

We created the inimitable character of Plenty, in the form of Juan Sheet - a Latin, spill-obsessed superhero who brings to life the idea that one sheet does Plenty. This provides the brand with differentiation and appeal previously unseen in this category where emotional engagement and word of mouth are virtually zero.