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Kruger breaks new Scotties campaign

Kruger Products of Toronto has begun a new marketing campaign for its Scotties brand of facial tissue. The campaign will introduce a new logo and puppy mascot for the brand. The campaign includes television advertising, social media content, in-store materials and public relations. The TV creative features the dog, named Scottie, and presents the product as “soft and strong.”

“Scottie creates a memorable new face for our product to strengthen our Canadian leadership and grow consumer loyalty,” said Nancy Marcus, chief marketing officer at Kruger Products. “The facial tissue market is a multi-million-dollar industry in Canada, and as the market leader, we set out to build a stronger connection for Scotties in the hearts and minds of Canadians. Our market research shows that a loveable brand identifier will resonate with consumers and place us at the tip of consumer tongues.”

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