Kimberly-Clark's Scott brand of paper products is launching a new loyalty program that highlights the brand's distinctive focus on value. The "Scott Shared Values" program offers shoppers a $0.75 coupon to sign up via the Scott web site and an additional $0.50 in coupons if they share with friends. Members of the loyalty program are also offered deals with participating partners like Blockbuster, Hertz and others.
Kimberly-Clark's tactic of starting a loyalty program for a paper brand is interesting. Paper products might strike one as low involvement but the Scott name already carries some equity and perhaps a good degree of loyalty as well. By formalizing that loyalty, Kimberly-Clark can create some momentum in a crowded category. Also, by backing the launch with a well-rounded, integrated media campaign, the CPG manufacturer is investing in the brand's success. The effort is particularly compelling in that the creative messaging builds upon the equity the brand has already amassed around the "value" theme.
"Scott Pitches Value with Incentive Program," Marketing Daily, 8/8/12 www.mediapost.com/publications/article/180329/scott-pitches-value-with-incentive-program.html#ixzz22xoJDLpu