Scotties® launches humorous campaign to correct brand name confusion

Scotties®, Canada’s leading facial tissue brand since 1956, is taking steps to ensure Canadians call their tissues by the right name. Despite their longstanding presence, many Canadians still refer to Scotties by the name of a competitor that left the Canadian market last year. To address this, Scotties has launched a humorous new campaign aimed at breaking this habit through hypnotism.

The campaign, created by FCB Canada, features a dedicated customer who undergoes hypnosis to remember the Scotties name. The trigger for this recall is a sneeze. While the hypnosis appears effective, resulting in the customer consistently using the Scotties name, it sometimes occurs at inopportune moments. The campaign will be aired across various platforms, including broadcast, social media, digital, and streaming channels.

Susan Irving, CMO of Kruger Products, expressed excitement about the collaboration with FCB Canada: “We’re thrilled to name FCB Canada as our agency of record for the Scotties brand and incredibly proud to debut the new hypnotism spot with them”, she said. “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”.

Nancy Crimi-Lamanna, CCO of FCB Canada, highlighted the challenge and excitement of the campaign: “I don’t think there’s a more fundamental problem to help a brand solve than attribution” she stated. “When we saw this brief, we were excited to take it on because at its core we needed to change an ingrained behavior – a behavior 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. It was a bold first brief to take on, but Susan and the Kruger Products team were incredible partners committed to breakthrough work that did more than educate people but helped train them as well”.

In addition to the campaign, Scotties is introducing two new products: Scotties Ultra Soft and Scotties Ultra Soft with Lotion. These products are made at the state-of-the-art Sherbrooke manufacturing facility in Quebec, which features one of Canada’s most modern through air-dry (TAD) tissue machines. The new offerings boast premium 3-ply cushiony layers for luxurious softness, are hypoallergenic, and dermatologist-tested. The Scotties Ultra Soft with Lotion variant is enhanced with Aloe and Vitamin E for extra skin comfort.

“Scotties Ultra Soft is our most premium and best facial tissue to date and we’re thrilled to bring this innovation to the market so we can continue to meet the needs of Canadians”, Irving added.