"It helps drive awareness of the Scott brand, but more importantly, about what we feel is the next looming resource
threat," says Doug Daniels, brand manager of strategy and innovation for Scott. He claims the inserts are "first-of-its-kind innovation" for the category.
K-C's campaign, led by independent Tris3ct and WPP Shopper Marketing, includes TV, print, newspaper coupon inserts and in-store ads, plus video shelf ads from News Corp.'s SmartSource and possibly the Walmart Smart Network. The inserts are attached to 8- and 12-count packs of Scott Naturals toilet paper through October and reportedly have no impact on the "performance" of the toilet.