It must have irked Scotties for a long time that people tend to use the name of another brand when they talk about tissues. It’s humbling when you’re the #1 facial tissues. Well, that other brand left Canada last year and FCB Canada and Scotties have seized the moment to encourage Canadians to build the habit of asking for a Scotties.
Is there better way to do that than with hypnotism? Apparently, yes. The humorous campaign plays on the idea of using hypnotism to associate Scotties with sneezing. Turns out it wasn’t a flawless one.
The commercial is running in Canada across broadcast, social, digital and streaming channels.
“We’re thrilled to name FCB Canada as our agency of record for the Scotties brand and incredibly proud to debut the new hypnotism spot with them,” stated Susan Irving, CMO of Kruger Products. “With this new campaign, we wanted to poke fun at the fact that consumers have been calling us by the wrong name for years and educate consumers that Scotties has been proudly serving Canadians for over 60 years, with more years to come, thanks to our increased capacity, so that we can continue being a national market leader in the facial tissue category.”
“I don’t think there’s a more fundamental problem to help a brand solve than attribution,” added Nancy Crimi-Lamanna, CCO of FCB Canada. “When we saw this brief, we were excited to take it on because at its core we needed to change an ingrained behaviour – a behaviour most Canadians aren’t even aware they’re doing – calling Scotties by the wrong name despite it being the number one facial tissue in Canada. It was a bold first brief to take on, but Susan and the Kruger Products team were incredible partners committed to breakthrough work that did more than educate people but helped train them as well.”
Credits:
Client: Kruger [Scotties]
Chief Marketing Officer: Susan Irving
Marketing Manager: Karol Guier
Creative Agency: FCB Canada
Chief Creative Officer: Nancy Crimi-Lamanna
Executive Creative Director: Jeremiah McNama
ACD, Writer: Josh Haupert
Head of Creative, Montreal: Sylvain Dufresne
Broadcast Producer: Anne Marie Martignago
Broadcast Producer, Montreal: Anick Rozon
EVP, General Manager: Tracy Little
Group Account Director: Ali Gayowski
Account Supervisor: Kristen Kennedy
Account Director, Montreal: Francois Mehchy
Chief Strategy Officer: Shelley Brown
SVP, Strategy Director: Shelagh Hartford
Production Company: Partners Film
Directors: Ben and Dave
DoP: Peter Simonite
Line Producer: Mollie Rolf
Executive Producer: Gigi Realini
Post-Production: 456 Studios
Colourist: Conor Fisher
Executive Producer: Elise Beavais
Editing: Saints Editorial
Editor: Aaron Dark
French Editor: Corinne Grans-Wood
Assistant Editor: George Abraham
Executive Producer: Emily McKay
VFX: Darling VFX
VFX Artist: Lauren Rempel
VFX Assistant: Faith Clark
Executive Producer: Morgan Campbell
Sound: OSO
Audio Director: Daenen Bramberger
Executive Producer Lauren Dobbie
PR Agency: North Strategic
Media Agency: Wavemaker
