In an effort to create an emotional connection to fend off private label, Kimberly-Clark is literally humanizing its Scott paper products brand.
The effort, which began earlier this year, features a straight-talking, good-humored spokes-person named Scott, and the slogan, “Do you know Scott?” To emphasize the products’ different attributes, there are also variations of the tagline, “Done right.” (Towels are “Cleanup done right,” for instance, while Scott Naturals is “Green done right.”)
The campaign comes as Scott has felt the squeeze in a downturn. For example, dollar sales of Scott toilet tissue were down 3.3 percent compared to a 4.1 percent rise for private label for the 52 weeks ended April 18, according to SymphonyIRI, whose data doesn’t include Walmart sales. K-C upped spending on the brand by 45.7 percent to $15.3 million last year, excluding online, per Nielsen.
Scott senior brand manger Aric Melzl said the campaign is “an invitation for consumers to come back and look at the brand.” In recent years, there have been several new Scott product innovations—Moist Wipes, Extra Soft bath tissue and Scott Naturals, for instance—that consumers may not be aware of, while others may still be sticking with their old purchasing habits (i.e., private label).
“There was this insight that this brand has been around for 100 years, and it’s something that is used by more than 40 million households each year,” Melzl said, adding that consumers might not know of all the changes.
Agencies involved in the campaign include Tris3ct for creative duties; Colossal Squid Industries, which handled digital; and Mindshare, which executed media buying.