The renamed household product, which was sold to Swedish firm Svenska Cellulosa Aktiebolaget (SCA) by Procter & Gamble in 2007, will be unveiled in an £8m promotional drive next month.
A TV ad breaking on March 2 will resurrect Bounty's cross-dressing housewives Brenda and Audrey, with the strapline "Bounty is now called Plenty -- same great towel, brand new name".
The 30-second TV spot is supported with extensive below-the-line activity centred around a 'Year of Plenty' theme which will offer consumers the chance to win a range of credit-crunch beating prizes.
All communications will drive the public to a new website, , which has been developed by Tynan D’Arcy and will act as a hub for the entire promotion.
High impact broadcast and online activity will be run by Haygarth and extensive in-store activity by Chemistry, including an 'instant win' game that will appear in major retailers in the UK between March and May.
The household towel category this year is worth an estimated £300m and Bounty is currently the number one brand with 20% value share.