Client: Kruger Products
Despite being Canada's #1 facial tissue, Scotties faced a critical challenge: the entire category was widely misattributed to Kleenex, a competitor that exited the market in 2023, not Scotties itself. This deeply ingrained, low-involvement habit necessitated re-education to make Canadians call our Scotties Facial Tissue: ‘Scotties'. Our strategic insight highlighted facial tissues' link to intense emotions, and research proved reality TV as the highest emotional engagement video format for broad reach. The solution was an innovative media partnership with Canada's Got Talent (CGT). We transformed mascot Scottie into an active, emotional character within CGT, a Canadian TV first, embodying Scotties’ "By your side" essence and fostering the instinctive habit of calling for "Scotties" during emotional moments. This seamless execution drove phenomenal results: Top-of-Mind Awareness +5 pts vs planned +1 pt (BHT, IPSOS), Brand Association to “softness” and “caring” +10 pts, Brand Favorability +8 pts, Purchase Intent +8 pts, Sales Share +0.3 pts, and Sales Volume +6% (Nielsen). This transformative media partnership was instrumental in re-establishing Scotties' leadership and building lasting consumer habits, ensuring sustained market impact.
