« FreeCreditScore getting all Frisky with its financial advice online | Main | K-C's Viva brand staging much-needed paper-towel interventions »

June 02, 2010

Meet the extremely punchable Scott behind Scott paper products

Posted on Wed Jun 2 2010

Sales of Scott toilet tissue have lagged due to the economic slump and subsequent lack of Rocky Horror Picture Show midnight screenings. So, the Kimberly-Clark brand is attempting to recover with its new "Do You Know Scott?" campaign. It features an interactive Web site and commercials like the one shown here (via agency Tris3ct) to make eponymous spokesman Scott explain how the brand is greener, cheaper and better than ever. Or not explain, since Scott speaks primarily in buzzwords and smiles in a way that can only be described as "punchable." The TV spots might help brand visibility, but the site doesn't cover any new ground, and honestly, toilet paper is never going to have enough of a cool factor to build a non-spambot online community around. If K-C wants to boost the brand's sales above private label and appeal to the greener consumer, it needs to make the relevant information clearer and less Web-2.0 gimmicky. Or failing that, they should make a flash game where we can punch Scott.

—Posted by David Kiefaber

Comments

Related Posts with Thumbnails

FACEBOOK


SITE SEARCH

search Brandfreak





SUBSCRIBE VIA E-MAIL

Enter your email address:

Delivered by FeedBurner


BLOGROLL