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Scotchgard has awakened from an 11-year advertising slumber with a new print campaign breaking next month from Grey Advertising.
Although the brand, owned by 3M, has 95 percent awareness among consumers, most of them didn’t know exactly what it does, said Martin Blyth, Scotchgard global brand manager. For the record, Scotchgard makes materials and clothing repel stains and moisture.
The ads, backed by $5 million, are to appear in September magazines and carry the headline: “Got a life? Gotta ask for Scotchgard.”
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