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For decades Kruger Products has been giving consumers a touch of softness with its Scotties facial tissue. Scotties first launched in 1955 and now the iconic Canadian brand it debuting its new mascot – Scottie. A cute little puppy who’s already learned how to “sit and stay” in the brand’s redesigned logo.
Scotties will make his way into the homes of Canadians (ok, maybe not your home but part of a branding campaign), Canada’s favourite facial tissue, is proud to introduce the newest member of its pack, Scottie, an adorable puppy and new mascot — the perfect metaphor for a tissue that’s always by your side, and as soft as it is strong. Scottie will sit in the brand logo starting the end of May. Proudly made in Canada by Kruger Products, Scotties facial tissue first entered the Canadian market in 1955, and now leads the category.
“Scottie creates a memorable new face for our product to strengthen our Canadian leadership and grow consumer loyalty,” says Nancy Marcus, Chief Marketing Officer at Kruger Products. “The facial tissue market is a multi-million-dollar industry in Canada, and as the market leader, we set out to build a stronger connection for Scotties in the hearts and minds of Canadians. Our market research shows that a loveable brand identifier will resonate with consumers and place us at the tip of consumer tongues.”
The Scotties logo redesign features the brand’s classic blue oval with the addition of Scottie. As part of the efforts an integrated marketing campaign was created including TV advertising, social media, in-store creative, and public relations will support Scottie’s new starring role, starting May 27. The TV ad, which features Scottie and highlights the brand’s soft and strong features, will air on national networks and social media. Scottie-branded packaging hits store shelves at major retail, grocery, drug and warehouse club stores across Canada this May.
Agencies Behind Scotties Rebrand
- Public Relations – Strategic Objectives [TCO]