SCA is throwing £8m behind a rebranding of kitchen towel brand Bounty as Plenty.

The new name is part of an agreement forged during SCA’s acquisition of the Bounty brand from P&G in 2007. The deal included the brand being renamed within a timeframe set by P&G.

Swedish manufacturer SCA, which also acquired Charmin in the deal, claimed Plenty emerged as the name that consumers felt “encapsulated all of the elements of the current Bounty product, while also offering a name with more stretch and versatility”.

The new packs will roll out next month, supported with an £8m marketing spend that includes a TV ad campaign featuring the strapline ‘Bounty is now called Plenty - same great towel, brand new name’.

“The arrival of Plenty is big news for the category in 2009,” said Chris Bartlett, SCA marketing director. “Our priority is to reassure consumers that this product will deliver the same exceptional performance and value for money. As well as retaining loyal Bounty consumers, we hope to drive significant new user trial.” He said the relaunch would also provide Plenty with an opportunity to reinvigorate the household towel category, which dipped 0.2% to £320m last year [Nielsen].

SCA has also renamed its Bounty brands in Europe to Plenty, but Bartlett said there was no link between the UK Plenty and US kitchen towel brand Plenty.

Changing a brand name to suit a global brand proposition was common, said Mei Cheong of Dragon Brands. “Companies are looking for synergies and efficiencies in areas like innovation, packaging and advertising,” she said.