CASSIES Bronze: Scotties thinks outside the box

The tissue brand designs its way to the top.

BRONZE: Sustained Success 

Situation Analysis In 2006, the facial tissue category was a case study for low involvement, with no branded player having a commanding share. Puffs was at 5.6% tonnage, Kleenex 12%, Royale 18%, Scotties 21.7% and private label 41%. Equally troubling, volume was flat, and advertisers had recently doubled media spend in a fight for share. Nonetheless, Scotties was under a mandate from the newly established Kruger Products (formerly Scott Paper) to become the clear branded leader in the category – despite a share of voice that would always be lower than its share of market.

Strategy & Insight Low involvement categories are riddled with advertising conventions and facial tissue is no exception. Puffs has its cartoon kids, Royale has its kittens, and even Scotties had its “Softie” character. Until 2006, Scotties and all its competitors had been playing the softness game. But while softness was the number one claimed benefit, it wasn’t different enough. This led to a question: what if the reason people claim to buy one brand over another isn’t the real reason they do? Facial tissues live on display in the home. What if the appearance of the box could be the differentiator?

Execution In 2007, the “Inspired Design” idea was born as a themed collection of box designs. Business responded, and in 2008 this evolved into the Scotties Design Challenge, inviting people to submit design ideas for a chance to win a room makeover and see their idea become a Scotties box. In 2009, it led to Flower Power – a partnership with Umbra to create a designer series of three abstract floral boxes. Over 2010 and 2011, the box (and corresponding creative) featured nature-inspired designs, while Scotties had a regular print series in House & Home and Style at Home and a partnership with the Steven and Chris show. Media also featured magazines, online promotion, TV and billboards.

Results In the four and a half years since the campaign started, Scotties rose to 29.4% tonnage share from 21.7% – an increase of 35% in a declining category. In dollars, this equated to an incremental $21 million in sales, for an advertising investment of $7.5 million. This made Scotties the clear branded leader.

Cause & Effect As noted, share of voice was not a factor. Nor was pricing or promotion, evidenced by the sales growth in dollars. It’s clear the “Inspired Design” campaign delivered the results.


Client: Kruger Product LP
Corporate VP marketing: Nancy Marcus
Category director, facial tissue: Oliver Bukvic
Marketing manager, facial tissue: Cindy Chen
Director, market research: Alex Amon
Agency: John St.
Co-CDs: Angus Tucker, Stephen Jurisic
ACD/AD:  Nellie Kim
ACD/ copywriter: Chris Hirsch
Director of strategic planning: Emily Bain
Sr. strategic planner: Sarah Henderson
Team leader: Heather Crawley