Plenty kitchen towels are the most absorbent on the market. But it’s a product truth lost in a category where all of its competitors make the same claim.

Our challenge was to get this message across in a way that would capture the imagination of an audience that has heard it all before.

We decided to demonstrate its category leading qualities by way of a unique product dramatisation. One that would show Plenty can cope with almost anything, perhaps even Mother Nature herself.

We used the medium itself to deliver our message in a surprising and impactful way.

A special poster made to look like a giant sheet of Plenty Household Towel was put up a day before heavy rain was forecast.

After it rained, members of the public witnessed a completely unexpected display of our products remarkable power. To passers by, the poster appeared to have sucked up the rainwater from the surrounding wall, leaving the area around the poster dry whilst the rest of the wall remained wet.

The film of our product dramatisation was seeded and shared amongst our target audience.

As part of a nationwide campaign, 500,000 new households have adopted Plenty as their kitchen towel of choice, making it the UK’s number one.