SCOTTIES TISSUES
CAN A DYING BRAND IN A DYING INDUSTRY AVOID DEATH?
MEET SCOTTIES TISSUES.
Mid-size, Canadian facial tissue company trying to give Kleenex and Puffs a run for their money in the United States. We helped Scotties meet Americans where they’re at: in a place where the ones who profit keep profiting — and rest are fighting to stay afloat.
Upon digging, we found out American facial tissue lore went deeper — a story filled with sneaky deception. Our campaign helped Scotties show people why they need trustworthy tissues over anything.
THE “CASE”
The few nose blowers remaining have no idea why Scotties is the best, most healthy choice of tissue for people
THE “INVESTIGATION”
Even though tissues are overpriced and highly substitutable, loyal tissue users are choosing to struggle.
Kleenex isn’t cutting their tissues — leading to excess use and irritation
Other tissues and toilet paper create clouds of dust and worsen allergies
Even doctors think tissues cause problems. “I sometimes even recommend my patients to use a damp paper towel.”
– Doctor, DC!
THE “BREAKTHROUGH”
Big tissue is neglecting people’s noses and normalizing nose blower suffering. (Snot a joke.)
STRATEGY: SHOW AMERICANS THAT SCOTTIES WON’T LET YOU SETTLE.
IDEA: SCOTTIES NOSE THE TRUTH.
The campaign meets people where everything gets spilled: the internet. (Podcast edit by me!)
Team: Carson Brooks (CW), Casey Hickman (CW), Jack Sample (AD), Hailey Fitzgerald (ST)