Finalist
John St.

Harvey's   Rolling Rampage   A Marca Bavaria   Scottowels   Viewer's Choice

SCOTTOWELS

The market leader in the paper towel category was being threatened on two fronts: store brands with lower prices and Procter & Gamble's better-funded, better-supported Bounty. Scottowels needed a new message that avoided the category clichés.

Instead of focusing on product attributes, TV spots "Baby" and "Dog" showed the product cleaning up big messes. Outdoor and print executions "Dog Poo," "Paint," "Hot Dog," and "Spaghetti" appeared in transit shelters near key points of distribution like Loblaws and Dominion, and in women's magazines like Chatelaine and Today's Parent.

The campaign highlight was a Scottowel inserted into 250,000 issues of the December issue of Canadian House and Home. The Big Messes campaign resulted in a 15% growth in volume and entrenched Scottowels' leadership position in the paper towel category.

Television

Baby

Dog

Print

Insert	Spaghetti
Dog	Paint
Hotdog