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Media buyers, stop wasting time trying to find the right sales rep? Turn to the Rep Finder and get connected to our database of the most up-to-date sales contacts fro Broadcast, OOH, Publishers, Social Networks and more from across Canada.What happens when you take a top talent from the Toronto Raptors and Canada's #1 facial tissue? The beginnings of a potentially buzz-worthy campaign. This, of course, is the aim of the latest Scotties campaign, "Get the Name Right."
When NBA star Scottie Barnes changed his name from Scottie to “Scotties” Barnes—adding an “s” at the end—on social media, basketball fans were caught off guard. Last week, the NBA forward announced the name change at a press conference. The surprising switch was actually a playful brand tie-in.
“This collaboration with Scottie Barnes has allowed Scotties to tap into the energy and enthusiasm of Canadian sports fans in a fresh and engaging way,” said Susan Irving, CMO Kruger Products. “With this new campaign, we wanted to playfully embed the Scotties name into a cultural moment - highlighting that consumers have been calling us by the wrong name for years while reminding Canadians that Scotties has been proudly serving them for over 60 years.”
To bring the campaign to life, Scotties Facial Tissue enlisted support from TSN and its broadcasters to integrate the name change into their coverage of Barnes and the Toronto Raptors’ Nov. 26 game against the Indiana Pacers, including a stunt press conference. In addition, SportsCentre—TSN’s flagship sports news and information show—highlighted the name change in a special edition of its popular “Top 10” segment, featuring a clip from the Barnes press conference.
Who's behind the Get the Name Right campaign:
- Agencies - North Strategic
- Brand - Scotties (Kruger Products)
(click on the link to view the agency's Vendor Directory listing)
