# Shape-Shifting Paper Towels The P&G Bounty Ad Campaign Acts Like the Original Vessel By Meghan Young | Published 2011-07-09 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/p-g-bounty References: [ibelieveinadv](http://www.ibelieveinadv.com/2011/07/pg-bounty-wine-bottle/) & [publicis-usa](http://www.publicis-usa.com) The P&G Bounty ad campaign is pretty clever. Moving away from the typical route of [product comparison ads](https://www.trendhunter.com/trends/kitchenaid-love-the-racks) and invincible cleaning ads, this concept focuses on the idea that this brand of paper towels can actually act like the original vessels that contained the mess before it became a mess. Conceived and created by Dallas-based ad agency [Publicis](https://www.trendhunter.com/trends/pizza-hut-frozen-pizza), the P&G Bounty ad campaign may be different, but it is still very direct. Excellently executed, it compels the potential consumer to look twice at each ad because, at first, the P&G Bounty product really does look like the wine bottle, fish tank, soda bottle and egg it shape-shifts into. With the tagline "Always thirsty," you know that Bounty is always at the ready to clean up any mess. ## Trend Insights (Trend Hunter) - Score: 2.8/10 - Popularity: 29% | Activity: 48% | Freshness: 8% - Audience gender: 10% men, 90% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe, Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Shape-shifting Packaging:** This trend identifies an opportunity for companies to create innovative packaging that can transform into other useful objects. - **Visual Deception Advertising:** This trend suggests that companies can captivate consumers by utilizing visual deception in their advertising campaigns. - **Multi-purpose Products:** This trend encourages companies to create products that serve multiple functions or can be used in various ways. ### Who This Affects Most - **Advertising and Marketing:** This industry can explore disruptive advertising techniques that incorporate visual deception to engage consumers. - **Packaging and Design:** This industry has the potential to develop shape-shifting packaging solutions that provide added value to consumers. - **Household Products:** This industry can create multi-purpose products that offer convenience and versatility to consumers. ## Related on Trend Hunter - [Eco-Friendly Dissolving Shampoo Bottles](https://www.trendhunter.com/trends/dissolving-bottles.md) - [Family-Focused Cleaning Campaigns](https://www.trendhunter.com/trends/little-messes.md) - [Artistic Multi-Beverage Ads](https://www.trendhunter.com/trends/cocacola-family.md) - [Review-Based Marketing Campaigns](https://www.trendhunter.com/trends/amazon-campaign.md) - [House Party-Themed Campaigns](https://www.trendhunter.com/trends/hiders-keepers.md) - [Low-Waste Cleaning Campaigns](https://www.trendhunter.com/trends/cult-of-clean.md) - [Social Home Cleaning Campaigns](https://www.trendhunter.com/trends/clr-brands-so-clean-so-hot.md) - [Origin Story Ads](https://www.trendhunter.com/trends/find-your-own-way.md) - [Anti-Water Waste Cleaning Campaigns](https://www.trendhunter.com/trends/waste-no-space-campaign.md)