Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.
In an effort to create an emotional connection to fend off private label, Kimberly-Clark is literally humanizing its Scott paper products brand.
The effort, which began earlier this year, features a straight-talking, good-humored spokes-person named Scott, and the slogan, “Do you know Scott?” To emphasize the products’ different attributes, there are also variations of the tagline, “Done right.” (Towels are “Cleanup done right,” for instance, while Scott Naturals is “Green done right.”)
The campaign comes as Scott has felt the squeeze in a downturn.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in