What’s in a name? In its latest brand work, Scotties is having fun with being misidentified in this, the first major campaign by its newly minted AOR, FCB Canada.
In the hero creative, word association is used to get a man to use the Scotties brand name right whenever he sneezes, putting him in various precarious situations, including rousing a bear and fingering the wrong person in court.
“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,” says Susan Irving, CMO for parent company, Kruger.
Kimberly-Clark, maker of the Kleenex brand, exited the Canadian market in 2023, citing its “unique complexities.” The brand had become so ubiquitous that it became a generic catchall to refer to all facial tissue products.
“I don’t think there’s a more fundamental problem to help a brand solve than attribution,” says FCB Canada CCO Nancy Crimi-Lamanna. “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.
The timing of the work coincides with Kruger Products’ latest facial tissue innovations, Scotties Ultra Soft and Scotties Ultra Soft with Lotion.
The new campaign is led by creative agency FCB Canada. At launch, the creative spot will run across broadcast, social, digital and streaming channels.
Wavemaker provided media support for the campaign. North Strategic, which secured Kruger’s AOR PR business last fall, is doing public relations and influencer support.
Last fall, Kruger heroed multiple products (including its Scotties tissue) as part of an multilingual campaign overture to South Asian and Chinese Communities.
