K-C's Viva brand staging much-needed paper-towel interventions

Posted on Wed Jun 2 2010

Talk about obsessive-compulsive behaviors. Kimberly-Clark is running new creative showing why its Viva paper towels are better than the "leading quilted paper towel" (i.e., Procter & Gamble's Bounty). The spot here, from agency Tris3ct, opens with a Viva crew charging into a woman's house with a larger-than-life size Viva battering ram. Inside, Sandy, a woman who's written a book called One Step to Breaking the Quilted Habit, tells the housewife why she should no longer buy quilted towels. " 'Quilted' is towelspeak for 'air,' but Viva puts 35 percent more towels between you and the mess," the lady says, hoping to convince the woman to switch over. With her team of brand enthusiasts watching, the author has the woman try cleaning a spill using Viva. Once she breaks the habit, the rest is easy. "Beautiful," the onlookers say as she breathes a sigh of accomplishment (and relief). "Try Viva and quit the quilt," the voiceover at the end says. (Will Bounty take the bait and fight back?)

—Posted by Elaine Wong

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


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