SCOTT PAPER STARTS PRINT CAMPAIGN
By Adnews Staff
Scott Paper Ltd. of Mississauga is beginning a new campaign for its Scotties Facial Tissue brand. The print campaign includes three English and French black and white ads. The ads present close-ups of a teary-eyed man, woman and child and the new tagline "Be Soft. Be Strong." (Doux comme vous. Forts comme vous). Two of the three executions display new packaging designs. The campaign broke in the March issues of mainstream and niche publications including Wedding Bells, Flare Pregnancy, Tribute, Today's Parent, Homemaker's, TV Guide, Coup de Pouce, L'Image and Marriage Quebec. The campaign was created by Toronto-based Enterprise Creative Selling and is one of the last projects the agency will be developing for Scott Paper. Last month the manufacturer of bathroom tissue, paper towels and napkins named John St. its new advertising agency.