Scotties serves up "softness" message in campaign

Scotties is out with a series of promotions that reach consumers in multiple touch points with a message of "softness."

This month, 2 million specially marked packages tout free "soft" music downloads. An August sweeps put promotional wraps on 1.8 million packages at close to 5,000 stores dangling bath spa packages. In-store activities run through Nov. 5, including cart signage in more than 4,000 stores and two coupon versions: 30 cents off the purchase of one box of Scotties or $1 off the purchase of three packages or one multipak.

As part of a sampling effort, 15-count pocket packs are being distributed via News America polybags in more than 800,000 newspaper wraps.

A dedicated microsite, ScottiesSoftens.com, offers ideas and information on how consumers can "soften their day". The site also includes a link to Club Mom, a destination by moms for moms. A charitable tie-in lets consumers donate to the Pajama Program, a national program that provides needy children with new pajamas and new books. Scotties, a registered trademark of Kimberly-Clark Worldwide, Inc., used under license by Irving Tissue, Inc., has donated $25,000 to the program.

G2 Promotional Marketing, Stamford, CT, handles.

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