Feel What Cloth Can Do

The paper towel category runs on habit. With 50% of shoppers mentally checked out and no true loyalty, a Bounty–Brawny duopoly has turned attention into its greatest competitive advantage.

We challenged this duopoly by becoming the one thing our competitors hate: THE MESS. We let the one thing they claim is the problem, talk about the efficacy of our product. Because no one can feel what cloth can do quite like the mess themselves.

We're in the midst of a rolling launch that began December 2025. Thus far, Viva has seen a 3% increase in category share in just one month.