Integrated Marketing: Scotties & CBCF

Since 2005, Scotties® has been a proud supporter of the Canadian Breast Cancer Foundation (now championed by the Canadian Cancer Society) 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 (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.

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