Unleash the Scotties

//  04.01.21

Scotties, Canada’s top facial tissue, and creative shop Broken Heart Love Affair have unleashed a new campaign, which will mark the first brand campaign since the agency was selected as agency of record (AOR) for Kruger Products.

The new creative “Unleash the Scotties” was designed to capture the essence of emotion that comes with needing a tissue, with a fun twist, involving multiple versions of the brand’s loyal mascot – Scottie. The new campaign builds on the original 2019 introduction of Scottie as the mascot through an advertising campaign that connected the notion of both soft and strong to both the mascot and the product, encapsulating exactly what consumers are looking for in a tissue.

The first wave of the new campaign will include two 06 and 15 second spots for TV, online video, and social channels including Instagram and Facebook.

One showcases an emotional father and son duo on a wedding day. As the pair reaches for both a literal and figurative Scotties tissue to provide comfort, the shot widens, and viewers can take in Scotties for as far as the eye can see. The second spot features a child’s birthday balloon popping.

In 2019, Kruger Products first introduced their mascot, Scottie, as a way to signify the perfect metaphor for a tissue that’s there for you and remains as soft as it is strong. In 2020, household penetration has risen 2.8%, to 35.5%, with Scotties continuing to lead the category. The strong affinity for dogs in an unparalleled year cannot be understated.

“Regardless of the circumstances, Scotties tissues are there for every emotional moment, much like a loyal, trusted dog,” said Susan Irving, Chief Marketing Officer, ‎Kruger Products. “Unleash the Scotties taps into that emotional reaction in all of us, and shows viewers that Scotties is always by their side, providing both softness and strength.”

Sourcing and shooting a large quantity of real dogs to achieve this, was no easy feat, especially in Covid when dogs are in high-demand. In the end, a total of 13 dogs were shot separately, before being placed individually into the final product.

“When creating this campaign, we were inspired by the broader context of how the Covid era has driven unprecedented demand for dogs,” said Broken Heart Love Affair Partner and CCO, Carlos Moreno. “The love and emotional connection to dogs has never been more elevated. We wanted to bring that to life through an unconventional look at the famous Scotties mascot.”

The campaign creative was developed by Broken Heart Love Affair, with support from Scouts Honour and Wavemaker handling media.


Title: Unleash the Scotties
Client: Kruger Products L.P.
Brand: Scotties Facial Tissue

Chief Marketing Officer: Susan Irving
Corporate Director, Marketing: Oliver Bukvic
Marketing Manager – Facial Tissue: Jessica Krasin
Director, Consumer MarketT Research: Geana Demone

Agency: Broken Heart Love Affair
Creative Team: Carlos Moreno, Denise Rossetto, Todd Mackie
Strategy: Jay Chaney
Agency Team: Joline Matika, Mae Thomas
Agency Producer: Erica Metcalfe

Media Agency: Wavemaker

French Adaptation: lg2

Production Company: Scouts Honour
Director: Chris Woods
Executive Producers: Simon Dragland, Rita Popielak
Line Producer: Simon Dragland
Director of Photography: Mark Zibert

Editorial: Saints Editorial
Editor: Christopher Chang

Colour: Darling Colour & VFX
Colourist: Kassi Bellamy
VFX and Finishing: Darling Colour & VFX

VFX Artist: Paul Binney

Audio House: Oso Audio
Creative Director: Daenen Bramberger
Executive Producer: Hannah Graham

Casting: Shasta Lutz, Jigsaw Casting

About Kruger Products L.P.
Kruger Products is Canada’s leading manufacturer of quality tissue products for household, industrial and commercial use. Kruger Products serves the Canadian consumer market with well-known brands such as Cashmere®, Purex®, SpongeTowels® and Scotties®’. A Greater Toronto Area Top Employer for the past nine years, Kruger Products has approximately 2,800 employees and was once again named one of Canada’s Best Managed Companies in 2020. The Company operates eight FSC® COC-certified (FSC® C-104904) production facilities in North America. For more information, visit www.krugerproducts.ca.

Focused on brand transformation and brand domination, BROKEN HEART LOVE AFFAIR is the passion project and partnership of industry veterans Jason Chaney, Carlos Moreno, Denise Rossetto, Todd Mackie and Beverley Hammond who came together to bring back the love of advertising to clients, consumers and the creative community.