Agencies: John Street, Toronto; PALM Arnold, Montreal
[Montreal] Scott Paper invited eight top Canadian designers to create exquisite outfits made of rare white cashmere, the ultimate in luxury.
The one-of-a-kind fashions are designed to draw awareness to a name change for Canada's best-selling bathroom tissue from Cottonelle to Cashmere. The product, although only sold in part of the country, has 28% of Canada's branded bathroom tissue market.
"Cashmere is not toilet paper; it's luxury bathroom tissue," said Nancy Marcus, VP- consumer marketing, explaining the correlation between the tissue and the luxurious designs.
The name change must be completed by 2007, when a 10-year licensing agreement with Kimberly-Clark Corp. ends. "When the name runs out, Kimberly-Clark could launch its own Cottonelle in Canada," she said.
The new designs will tour major events in Quebec and other cities, including sports tournaments, trade shows and TV programs. The Canadian designers applying their fashion flair for Cashmere include Denis Gagnon, David Dixon, Paul Hardy, Tavan & Mitto and Cincyn.
There are no plans to show the Cashmere collection in advertising, nor are the fashions for sale. However, Scott is running a major TV, radio, print and outdoor campaign about the change, with English-language ads showing changes over past decades and French-language ads using actress spokesperson Lynda Johnson.
The plan doesn't end with Cashmere. By 2007, Kruger must also change the names of ScotTowels, Viva Towels, Scott Premium and Scott Paper because of the end of the licensing deal. Next up is ScotTowels, which in August begins the switch to its new name: SpongeTowels, "reaffirming their absorbency, strength and functionality," noted Ms. Marcus.