Bounty began using the tagline in ads in the early 1970s from the predecessor to current shop Havas Advertising's Jordan McGrath Case & Partners/Euro RSCG, New York, featuring actress Nancy Walker as waitress Rosie.
When Advertising Age magazine named P&G the top marketer
More recently, however, rival Kimberly-Clark has re-invented its own Scott brand.
Following product improvements to Scott last year, Kimberly-Clark said it found in its own tests that consumers were indifferent between Scott and Bounty, prompting the challenge to the superiority claim.
Council: Modify ads
The NAD substantiated that the "Quicker Picker Upper" claim remains valid. But the agency recommended P&G discontinue or modify a side-by-side demonstration used in recent advertising to indicate that the paper towel must be folded to perform as demonstrated and either eliminate or disclose use of a grease marker (the grease marker leaves a clear mark on the surface shown in the demo that's raised enough to help contain a liquid spill).
In a statement to NAD, P&G said it was pleased that its superior absorbency claim was substantiated and that, while it disagrees with concerns over clarity of the demonstration, the company will address those issues prior to airing future ads.