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Kimberly-Clark Giving Away Toilet-Tank Inserts

  • Ad Age, Wednesday, September 8, 2010 10:50 AM
Continuing on this morning's environmental theme, we go straight to the Crapper. Jack Neff reports that Kimberly-Clark is rolling out a green-themed promotion backing Scott Naturals brand toilet tissue that includes a giveaway of 750,000 Scott SmartFlush toilet-tank inserts. The devices purportedly save a typical family 2,000 gallons of water a year and can last a decade.

"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.



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