ISSUE NO. 70 10/31/12

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.

Aimed at mothers 25 to 42, the ambitious program is being promoted through Scott's largest media buy ever. The national effort includes ads, social media, a retooled Scott web site, monthly FSI drops in English as well as Spanish and point-of-purchase elements that include shelf banners, packaging and display shelves. Creatively, the messages will call upon shoppers' value radar, or "value sense."
"The intent is to provide value but also make consumers understand that Scott is about value," noted Michael Hurt, brand manager. As reported by Marketing Daily, Hurt also said that the brand will look to activate purchase in-store with retailer-specific tactics. "For example, if a retailer is participating in a gas rewards program, we might participate in a gas-for-purchase program; or if a retailer uses gift cards as a repeat-purchase incentive, you might buy Scott bath and paper towels together and get a $5 or $10 gift card."

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.

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"Scott Pitches Value with Incentive Program," Marketing Daily, 8/8/12

Kimberly-Clark, loyalty, Scott, value

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