SCOTT PAPER PREPARES THREE-YEAR RE-BRANDING INITIATIVE
By Adnews Staff
Scott Paper, a division of Montreal-based Kruger, is preparing a three-year initiative during which it will gradually change the name of its Cottonelle brand of toilet paper to Cashmere. Scott licensed the Cottonelle name from Kimberly-Clark in 1997. That agreement will expire in 2007, the end of the company's proposed transition period. At that time the new name will complete replace the old. "The three-year window presents an awesome opportunity to revitalize, differentiate and elevate our product in the hearts and minds of Canadians," said Nancy Marcus, vice-president for consumer marketing at Scott Paper. The initiative began with a sponsorship of the Rogers Cup tennis tournament in Montreal earlier this month. A marketing campaign, described by the company as "massive," will break in mid-September, consisting of print, broadcast and outdoor advertising created by John St. of Toronto and Palm of Montreal. In-store sampling programs will be conducted with retail chain La Senza and a number of grocery and drug stores. A Web site is being created for the brand at <http://www.cashemere.ca>. Public relations for the product are being handled by Strategic Objectives of Toronto, which is preparing a program called the "White Cashmere Collection" that will involve the participation of eight Canadian fashion personalities. New packaging has also been created that adds the Cashmere logo to the existing Cottonelle wrapper.