In 2007, P&G sold the UK rights of the product Bounty to Swedish manufacturer SCA on the understanding that SCA would rebrand the product to their own name within a limited time period. Consequently the product on sale as "Bounty" in the UK has become rebranded as Plenty. P&G retains all rights to the name "Bounty" and their product remains on sale under that name in the United States.
From the 1960s to the 1990s, veteran character actress Nancy Walker appeared in a popular and long-running series of commercials in the US, in which Walker played Rosie, a waitress in a diner, using Bounty to clean up spills made by the diner's patrons and demonstrating its better absorption compared to other brands. The tagline was "the quicker picker-upper", which became a common catchphrase, and was used for the brand's tagline (with variations) long after Walker ceased appearing in Bounty ads.
Bounty advertising in the UK features two large stubbly men wearing wigs and dresses referred to as Brenda and Audrey performing household tasks that require a paper towel and comparing them to other products.
Procter & Gamble's "Bring It" music video featuring Bounty debuted on YouTube March 12, 2010.