Kimberly-Clark goes off the tube to boost green platform

In launching Scott Naturals Tube-Free toilet paper, Kimberly-Clark extended the Scott Naturals "Green Done Right" platform.

Company Kimberly-Clark

Campaign Scott Naturals Tube-Free bath tissue launch

Agency mix Tris3ct (creative) - lead agency, Ogilvy Action (retail shopper marketing), Ketchum (PR), Colossal Squid (digital), Mindshare (media planning/buying)

In-house team Gordon Knapp, president, Family Care North Atlantic; Jeff Dawson, VP, North America rolled products; Alyson Gomez, manager, brand media relations; Richard Moulton, director, shopper marketing; Doug Daniels, brand manager, strategy and innovation; Erik Seidel, brand director; Doug Daniels, brand manager, strategy and innovation

In launching Scott Naturals Tube-Free toilet paper, Kimberly-Clark extended the Scott Naturals "Green Done Right" platform. Though a simple concept, the product, released at Sam's Club and Walmart in 28 Northeast test markets, represents a complex innovation and integrated marketing story.

"We found a powerful connection with the consumer," says Doug Daniels, brand manager of strategy and innovation for Scott. "It's really trying to emphasize that one cardboard tube may not seem like a lot, but it all adds up to something collective where we can all make a difference. There's a powerful story to be told there."

The goal, he adds, is to communicate a consistent message - it's green without compromising quality or price - across various platforms in an effort to reach an environmentally conscious Northeast consumer, specifically 25- to 49-year-old moms.

The team, including Ketchum, touted fact-based messages about the amount of waste cardboard produces each year and how less roll usage might benefit the earth.

When the product launched at Sam's Club in October, the team developed a microsite and focused on local direct-mail blasts and in-store demonstrations. It utilized the retailer's b-to-b capabilities to feature the product on storefront TVs and drive in-store traffic.

In November, when Walmart began to offer the product, it arranged an exclusive with USA Today, a paper that would reach its key mainstream audience. At that time, it also started doing broad-reach TV ads, conducted an SMT, and partnered with online activist group Meetup.com.

"We wanted to educate consumers to drive word of mouth," explains Daniels. "We felt integration was the best way to drive trial and awareness, to utilize as many disciplines as possible. This was something new for a brand that's been around for 100-plus years."

Through February, the team will continue to support the campaign with ads and a more local PR and media push in the test regions.

Though at press time Scott had not yet assessed the next phase of its potential market expansion or marketing plans, Daniels says, "We're optimistic it will continue to be a success." l

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