SCA is launching a marketing campaign for Plenty with a consumer money-back guarantee, direct marketing and in-store activity, along with a national PR campaign. The campaign marks the retirement of ‘housewife’ duo Brenda and Audrey, in favour of new Latino cleaning superhero Juan Sheet.

Just over a third of SCA’s £8.5 million marketing spend for the brand will be dedicated to a new television campaign which airs from mid April, 2010.

Building on the brand’s core message, ‘One sheet does Plenty’ which was introduced in 2009, Juan Sheet will replace Brenda and Audrey in the TV advertisements.

The campaign will again see a multi-platform below-the-line strategy which will support the TV campaign. The Plenty website, www.plenty.co.uk, will also be updated and will act as an anchor for all digital, promotional marketing and PR activity.

The introduction of Juan Sheet forms one of the final stages of the brand’s metamorphosis from Bounty to Plenty. The ad will see Juan Sheet saving the day by cleaning up spills with just one (or ‘Juan’) sheet of Plenty.

Brand marketing controller Emma Heald says: "We’re really excited by the introduction of the new Plenty icon, Juan Sheet. Whilst we’ve had great success with Brenda and Audrey, we felt it was time to inject new energy into the brand and we feel this new icon personifies the brand’s character and core messages in a more powerful way."