SCOTT COMES CLEAN WITH TOILET PAPER ADS
By Adnews Staff
Scott Paper Ltd. is set to break a combination pitch for Cottonelle toilet paper and moist wipes next month. The Wall Street Journal pegs the budget at $13 million(US) for the campaign which uses TV, newspaper inserts and coupons. Scott marketing officials had "no comment" yesterday about whether the campaign is running in Canada where Bozell Palmer Bonner of Toronto is the brand agency for Cottonelle. Done by New York-based Bozell Worldwide, the new ad push departs from the traditional "softness" approach for Cottonelle toilet tissues, in favor of "clean". The ads urge consumers to clean up with moist wipes after using either the Cottonelle bathroom tissue impregnated with baking soda or the hypoallergenic paper that has no dyes or scents. The campaign has an unusual degree of frankness which consumers would not have been ready to accept 10 years ago, according to a Bozell spokesperson. While the Philadelphia-based company has been working to change its advertising, it is has been facing change on the corporate side as well. In Canada earlier this year, the marketing department and most senior executives moved from Vancouver to Mississauga on the outskirts of Toronto. And last month, Dallas-based Kimberly-Clark launched a $7.1-billion(US) takeover bid for Scott.