Peach
Hobby home page
liahome
IPA Banner Open Doors
Electriclime gif
jw collective
Contemplative Reptile
Editions
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Kruger Products Unleashes the Scotties in Adorable New Spot

Creative 1.2k Add to collection

Canada’s number one facial tissue launches its integrated marketing campaign from Broken Heart Love Affair

Kruger Products Unleashes the Scotties in Adorable New Spot

Scotties, Canada’s top facial tissue, and creative shop, Broken Heart Love Affair, have unleashed a new campaign today which will mark the first brand campaign since the agency was selected as agency of record (AOR) for Kruger Products.

The new creative, 'Unleash the Scotties', was designed to capture the essence of emotion that comes with needing a tissue, with a fun twist, involving multiple versions of the brand’s loyal mascot - Scottie. The new campaign builds on the original 2019 introduction of Scottie as the mascot through an advertising campaign that connected the notion of both soft and strong to both the mascot and the product, encapsulating exactly what consumers are looking for in a tissue.

The first wave of the new campaign will include two six and 15-second spots for TV, online video, and social channels including Instagram and Facebook.

One showcases an emotional father and son duo on a wedding day. As the pair reaches for both a literal and figurative Scotties tissue to provide comfort, the shot widens, and viewers can take in Scotties for as far as the eye can see. The second spot features a child’s birthday balloon popping.

In 2019, Kruger Products first introduced its mascot, Scottie, as a way to signify the perfect metaphor for a tissue that's there for you and remains as soft as it is strong. In 2020, household penetration has risen 2.8%, to 35.5%, with Scotties continuing to lead the category. The strong affinity for dogs in an unparalleled year cannot be understated.

“Regardless of the circumstances, Scotties tissues are there for every emotional moment, much like a loyal, trusted dog,” said Susan Irving, chief marketing officer, ‎Kruger Products. “Unleash the Scotties taps into that emotional reaction in all of us, and shows viewers that Scotties is always by their side, providing both softness and strength.”

Sourcing and shooting a large quantity of real dogs to achieve this, was no easy feat, especially in Covid-19 when dogs are in high demand. In the end, a total of 13 dogs were shot separately, before being placed individually into the final product.

“When creating this campaign, we were inspired by the broader context of how the Covid era has driven unprecedented demand for dogs,” said Broken Heart Love Affair partner and CCO, Carlos Moreno. “The love and emotional connection to dogs has never been more elevated. We wanted to bring that to life through an unconventional look at the famous Scotties mascot.”

The campaign creative was developed by Broken Heart Love Affair, with support from Scouts Honour and Wavemaker handling media.


view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.
CLIENT

CLIENT: Kruger Products L.P., Scotties Facial Tissue

TITLE: Unleash the Scotties

CHIEF MARKETING OFFICER: Susan Irving

CORPORATE DIRECTOR, MARKETING: Oliver Bukvic

MARKETING MANAGER – FACIAL TISSUE: Jessica Krasin

DIRECTOR, CONSUMER MARKET RESEARCH: Geana Demone

AGENCY

AGENCY: Broken Heart Love Affair

CREATIVE TEAM: Carlos Moreno, Denise Rossetto, Todd Mackie

STRATEGY: Jay Chaney

AGENCY TEAM: Joline Matika, Mae Thomas

AGENCY PRODUCER: Erica Metcalfe

MEDIA

MEDIA: Wavemaker

FRENCH

FRENCH ADPT: lg2

PRODUCTION

PRODUCTION COMPANY: Scouts Honour

DIRECTOR: Chris Woods

EXECUTIVE PRODUCERS: Simon Dragland & Rita Popielak

LINE PRODUCER: Simon Dragland

DIRECTOR OF PHOTOGRAPHY: Mark Zibert

CASTING

CASTING DIRECTOR: Shasta Lutz

EDITOrial

EDITORIAL: Saints Editorial

EDITOR: Christopher Chang

COLOUR

COLOUR: Darling Colour & VFX

COLOURIST: Kassi Bellamy

VFX

VFX AND FINISHING: Darling Colour & VFX

VFX Artist: Paul Binney

AUDIO

AUDIO HOUSE: Oso Audio

CREATIVE DIRECTOR: Daenen Bramberger

EXECUTIVE PRODUCER: Hannah Graham

Broken Heart Love Affair, Mon, 29 Mar 2021 16:43:42 GMT