Scotties: It's what's outside that counts

Despite being a clear second to Kleenex on all measures, facial tissue brand Scotties sought to become the branded category leader in Canada.

Scotties: It's what's outside that counts

john street

Section I — Basic information

Business Results Period (Consecutive Months): December 24, 2006 - June 4, 2011

Start of Advertising/Communication Effort: May 2007

Base Period as a Benchmark: 52 weeks ending December 23, 2006

Section II — Situation analysis

a) Overall Assessment

In 2006, Facial Tissue was something of a case study for low involvement categories. Firstly, it was a fragmented market where no branded player had a commanding lead: Puffs was at 5.6% tonnage, Kleenex 12%, Royale 18%, Scotties 21.7% and Private Label 41%. (footnote 1)

Secondly,...

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