How do you take an everyday product like toilet paper and make a real connection with moms? Making 2 + 2 = 5

1. How do you take an everyday product like toilet paper and make a real connection with moms? Making 2 + 2 = 5 By: Hedy Lukas and Ellen Wheeler Kimberly-Clark & Kelley Skoloda Ketchum

3. SCOTT® Toilet Paper: An Ordinary Category, A Unique Brand • Toilet Paper has 98% household Penetration. • Traditional marketing approach would be general, broad reach vehicles and messages to everyone • SCOTT® Unique Product Attributes • 1000 sheets…lower price per sheet than other brands…strong market share in the Northeast… …Suggested a more targeted approach • Based on income and price • Based on geography • Based on demographics But nothing worked…

4. A Deep Dive into the Research resulted in some key insights • While there were no income skews among SCOTT® loyalists… • There was a clearly evolving attitudinal skew among loyal SCOTT® moms… • We found an attitudinal segment of moms that we defined as Pragmatic

5. Pragmatic Moms Are Emotionally Driven Control (I don’t allow myself to be ripped off or “taken”) Self-satisfied (The money I make is a tangible reward) Clever; savvy (I can outsmart the retailer) • Appreciated; admired • (My friends and family members acknowledge my abilities) These Moms Embody COMMON SENSE!

6. SCOTT® = Common Sense on a Roll • Objective: • Build SCOTT® Brand Equity via an on-going relationship with pragmatic moms • Moms will associate SCOTT® with common sense choices • Bring life to the brand promise “SCOTT® just makes more sense” • Step One: Connect SCOTT® with Common Sense choices • Overtly tell her that you are all about Common Sense

8. How do you really reach Common Sense Moms? • Recognized that our moms don’t want to be told what common sense is – they already know it! • SCOTT® needed to find a way to connect with these moms and enable them to direct us in how to reach them and how engage them. • While SCOTT® moms were like-minded, that didn’t mean that they were all the same. We need to follow their lead; not lead them in exploring the world of everyday common sense.

9. How do you really reach Common Sense Moms? • Insight: • Moms knew more about common sense than we did • Launched a search for the one person that embodies Common Sense. • Key Learning: • SCOTT® moms took pride in their common sense and were very willing to share their tips and ideas. Year 1: The Search for a Chief Common Sense Officer

10. How do you really reach Common Sense Moms? • Insight: • Moms were looking for a way to validate that they had common sense, and learn and share with each other. • The SCOTT® Common Sense Community (or CSC) was launched and served as an online home for SCOTT® moms to get and share great common sense advice, making common sense more common. • Key Learning: • Moms felt that sharing common sense ideas had the greatest impact when done in person. Year 2: The Common Sense Community

11. How do you really reach Common Sense Moms? • Insight: • Bringing the online community to common sense moms’ communities would facilitate more personal and direct experiences. • The community was brought to life on the SCOTT® Common Sense Tour. Hosted in the house that common sense built, moms received advice directly from SCOTT® CSC members and had the opportunity to share their own common sense advice. • Key Learning: • While moms loved swapping common sense advice in person, they also wanted to see common sense in action Year 3: The SCOTT® Common Sense Tour

12. How do you really reach Common Sense Moms? • Insight: • All moms had similar challenges, but different common sense solutions that they wanted to demonstrate. • SCOTT® encouraged the discovery of new common sense approaches to everyday household problems and saluted the mothers of innovation in all of us. • Key Learning: • Through discussing common sense origins, we discovered that many solutions for everyday challenges are handed down from our mothers. Year 4: SCOTT® Celebrates the Mothers of Innovation

13. SCOTT® Common Sense Programs We found “her” in 2003! SCOTT ® We found “her” in 2003! Getting Closer more than ever to the Pragmatic Mom ever We encouraged her to join in 2004! We encouraged her to join in 2004! We brought her “home”, expanding the community in 2005! We are bringing her “home” in 2005! We celebrated her Common Sense innovation in 2006!

14. The learning that the SCOTT brand gained and that it continued to confirm as its campaign grew has recently been affirmed with research completed by Ketchum….

15. 2006 Research Methodology • Who: Sample of 1,500 American women aged 25-54 • Projectable to the total American population of women 25-54 • How: Online panel • When: April 17-20, 2006 • Margin of error ±3%

16. Our Point of View: Multi-tasking has evolved into… And multi-minding female consumers require a new approach. MULTI-MINDING

17. Our Research Reveals… Nine in 10 women say friends and family provide “very” or “somewhat” credible information (91%). Half of women research CPG and food purchases “some” or “a lot,” and eight in 10 say the same for consumer electronic purchases. Half of women say they have a lot of stress (54%), not enough free time (52%) and more tasks than they can handle (48%). Multi-minding women use CRedible OPinions as shortcuts to make purchase decisions. Survey results based on nationally representative sample of 1,500 American women aged 25-54. Margin of error is +/- 3%.

19. Before Women Go Shopping They Go “CROPing.”

20. How do you take an everyday product like toilet paper and make a real connection with moms? Making 2 + 2 = 5 By: Hedy Lukas and Ellen Wheeler Kimberly-Clark & Kelley Skoloda Ketchum