New Scotties ads encourage Canadians to "call
us by our name" when looking for high-quality facial tissues,
including the brand's newly released Scotties Ultra Soft and
Scotties Ultra Soft with Lotion tissues.
TORONTO, July 29,
2024 /CNW/ - As Canada's #1 facial tissue,
Scotties®' has been proudly made in Canada since 1956, and yet, when Canadians are
looking for our tissues, they don't always use the name Scotties,
they often use the name of a brand that exited the Canadian
consumer market last year. The brand is looking to change that
tendency and help Canadians build the habit of asking for a
Scotties and what better way to break a habit than through
hypnotism?
In this humorous campaign, a diligent customer takes it upon
themselves to finally get the brand's name right by undergoing
hypnosis. Their trigger? A sneeze. And while the hypnosis seems to
work – they always say the appropriate Scotties name – it's not
always used at the most appropriate times. The new campaign is led
by creative agency FCB Canada, the new agency of record for
Scotties. At launch, the creative spot will run across broadcast,
social, digital and streaming channels.
"We're thrilled to name FCB Canada as our agency of record for
the Scotties brand and incredibly proud to debut the new hypnotism
spot with them," said Susan Irving,
CMO of Kruger Products. "With this new campaign, we wanted to poke
fun at the fact that consumers have been calling us by the wrong
name for years and educate consumers that Scotties has been proudly
serving Canadians for over 60 years, with more years to come,
thanks to our increased capacity, so that we can continue being a
national market leader in the facial tissue category."
"I don't think there's a more fundamental problem to help a
brand solve than attribution," said Nancy
Crimi-Lamanna, CCO of FCB Canada. "When we saw this brief,
we were excited to take it on because at its core we needed to
change an ingrained behaviour – a behaviour most Canadians aren't
even aware they're doing – calling Scotties by the wrong name
despite it being the number one facial tissue in Canada. It was a bold first brief to take on,
but Susan and the Kruger Products team were incredible partners
committed to breakthrough work that did more than educate people
but helped train them as well."
In line with Kruger Products' commitment to providing Canadians
with high-quality facial tissues, Scotties is introducing its best
products yet with Scotties Ultra Soft and Scotties Ultra Soft with
Lotion. Proudly made in Canada,
Scotties Ultra Soft and Ultra Soft with Lotion are produced at the
state-of-the-art Sherbrooke
manufacturing facility in Quebec,
featuring one of Canada's most
modern through air-dry (TAD) tissue machines. The new products are
made with premium 3-ply cushiony layers for a luxurious softness
that is hypoallergenic and dermatologist-tested for an ultra-lush
experience. Scotties Ultra Soft with Lotion is enhanced with Aloe
and Vitamin E, making it extra gentle on the skin and providing
incomparable soothing comfort.
"Scotties Ultra Soft is our most premium and best facial tissue
to date and we're thrilled to bring this innovation to the market
so we can continue to meet the needs of Canadians," said
Irving.
For more information on Scotties, please visit
mykrugerproducts.ca/scotties
ABOUT KRUGER PRODUCTS
Kruger Products is Canada's
leading manufacturer of quality tissue products for household,
industrial and commercial use. Kruger Products serves the Canadian
consumer market with such well-known brands as
Cashmere®, Purex®, SpongeTowels®,
Scotties®', White Swan®, and
Bonterra®. Kruger Products has approximately 2,200
employees and operates nine FSC® COC-certified
(FSC® C104904) production facilities in Canada. For more information, visit
www.krugerproducts.ca.
SOURCE Kruger Products Inc.