Integrated Marketing: Scotties

Since 2005, Scotties® has been a proud supporter of the Canadian Breast Cancer Foundation (formerly CBCF) and every year since, the limited-edition “Tribute” tissue box has been a strong symbol of this support.

In 2014, Scotties honoured its 10-year commitment to the breast cancer cause with a newly designed HOPE box and a fully integrated marketing campaign (ppt below).

The HOPE tissue box was an impactful presence on store shelves, social media campaigns, digital ads and other online outlets.

The iconic Ribbon of Hope (left) – constructed of life-size tissue boxes displaying the Scotties HOPE and Tribute boxes from previous years – became a symbolic focal point in print ads and out of home media.

Executing and working with multiple agencies to develop this integrated marketing campaign was both an honour and privilege. Overseeing the construction of the iconic ribbon design, ensuring timely reviews of all marketing vehicles and facilitating approvals from all stakeholders (Scotties’ team, agencies and CBCF); required best-in-class collaboration, communication and organization.