Scott Tissue, looking to generate buzz and spread awareness of its claim that its bathroom tissue dissolves four times faster in water than the leading brand, thus preventing clogs and septic issues, launched the second annual Halftime Flush promotion with former Chicago Bears coach Mike Ditka on January 14.
It enlisted the help of Ketchum to increase the brand's association and equity with the "breaks up fastest" dissolvability claim, increase sales of participating products during the promotional period, and position it as the leading authority on flush-ability.
IDEA: It's estimated that 90 million people flush their toilets during halftime of the Super Bowl. Mwanza Lumumba, associate brand manager for Scott, said this is the perfect statistic to communicate that Scott Tissue "breaks up four times faster than the leading brand." Lumumba said the message to consumers is to make sure they have Scott Tissue at their Super Bowl party to ensure no one misses the second half due to a clogged toilet.
TOOLS: Marketing firm GMR announced the contest and promotion through free standing inserts in Sunday newspapers across the US. Ditka is to once again deliver Scott's message through a mock PSA. Lumumba said the "Share Your Cloggiest Moment" contest will give consumers a better opportunity to interact with the brand. Consumers wanting to take part are asked to share their clog experiences on ScottClogClinic.com for a chance at the $25,000 grand prize. Lumumba said it got 2,000 entries in the first two days alone.
MEASUREMENT: Ketchum is measuring success by tracking location of media placements, frequency, and tone and messaging. It will also measure consumer awareness, change in consumer understanding and opinion, and purchase behavior.
Company: Scott Tissue
Campaign: Halftime Flush PR promotions with Mike Ditka
PR team: Ketchum
Launch: January - February
Budget: Seven figures