Kruger Products – SpongeTowels (Quebec)

As the result of the end of an agreement with Kimberly-Clark, ScotTowels had to surrender its name, and thus also place its market-leading position in Quebec under threat.
Agency: PALM Arnold Communication

Kruger Products – SpongeTowels (Quebec)

Silver: Off to a Good Start


Business Results Period (Consecutive Months): September 2006 – May 2007Start of Advertising/Communication Effort: September 2006Base Period for Comparison: December 2005 – September 2006

The agreement with Kimberly-Clark that authorized Scott Paper to use the ScotTowels brand for a ten-year period was coming to an end in 2007. A 3-year transition from ScotTowels to SpongeTowels had been initiated in the Fall of 2005, and it was now time for SpongeTowels to live by itself for the last year of the transition....

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