Scotties launches national campaign alongside Scottie Barnes

Scotties, Canada’s number-one facial tissue brand and part of the Kruger Products portfolio, has launched a new marketing campaign in collaboration with NBA star Scottie Barnes as part of its “Get the Name Right” initiative. The action gained widespread attention when the player temporarily changed his name on social media to “Scotties,” surprising basketball fans before the promotional nature of the move was revealed.

The strategy was officially presented during a press conference, where Barnes highlighted the playful tone of the collaboration and his connection with Canadian fans. Although he confirmed he will keep his original name, he emphasized the impact of the activation within the campaign.

To expand the campaign’s reach, Scotties and Kruger Products partnered with TSN, which integrated the name change into its coverage of the November 26 game between the Toronto Raptors and the Indiana Pacers. The activation included mentions by commentators, a post-game press conference, and the appearance of the clip in a special edition of SportsCentre’s fan-favorite “Top 10” segment.

 

Susan Irving, Chief Marketing Officer at Kruger Products, noted that the collaboration allowed the brand to connect with Canadian sports fans in an innovative way, leveraging a culturally relevant moment to remind consumers of Scotties’ correct name—often confused with a competitor that exited the Canadian market in 2023.

Scotties, proudly manufactured in Canada since 1956, continues to invest in creative campaigns to strengthen its brand identity. Recent initiatives include a humorous, hypnosis-themed activation held in Toronto last year, aimed at boosting name recognition among consumers.