Situation
3M Scotch Blue is well known. They enjoy a massive 86% consumer recognition rate, mainly because these are products that actually work well. Effortless and reliable and they take the pain away from painting. But sales are relatively stale and the line hadn't seen much of an increase in years. This is in line with America, who have faced larger problems with the brand. So innovative new products and solutions are being created, and we were called to get the message out there in print.
The work
Conceiving the creative concepts for multiple new brand and product initiatives is just plain fun for us. We start with the strategy behind the execution: be it a seasonal trigger or event, brand or product launch, and we start to think about the product. Typically we throw the net wide on Magazine Advertising creative ideas, conceiving clever, kooky, amusing and interesting ways to use and view the product.
For Christmas we designed a Scotch tape Christmas Tree creative, which ran in Handyman, Fresh, Better Homes Gardens and Womens Weekly. We like to push the product and explore it to come up with interesting new treatments. With such a strong and iconic brand, and one that is so versatile, it's great to be on the team and pushing the boundaries past the brand itself whenever and wherever it's relevant and right to do so.
Result
3M Scotch Blue Magazine ads, along with several other 3M products, are happily an ongoing affair for us. But in terms of results for the Christmas Tree Creative? Well 3M America saw the creative and like it so much they ran it through the American market in many large publications we're very proud to say.