GMR
The way to live marketing
SCOTTŪ Search for Common Sense
Strategy
Differentiate SCOTTŪ from competitors by leveraging the brand's common sense positioning.
Live Solution
Leveraging the SCOTTŪ brand heritage and essence of common sense (they were the inventors of rolled toilet paper), GMR created a touring Common Sense Community where like-minded pragmatic consumers could collect and share their household hints in the House that Common Sense Built.
Results
The House that Common Sense Built reinforced the SCOTTŪ brand with over one million consumer tips shared and an average live interaction time of eight minutes. The fully integrated marketing campaign includes PR, retail, and online components and has helped move the SCOTTŪ brand from #4 to #2 in the category nationally.