Shopper Marketing - October 2016 - 16


PROGRAMS

Scott 1000 Stretches
Across the Country

Road trip campaign communicates value promise through families'
experiences
By April Miller

neenah, Wis. - To demonstrate that its Scott
1000 bath tissue is "America's longest lasting
roll," Kimberly-Clark staged a 15-day summer
road trip during which five families - ranging
from three to seven members - spent three
days each in a Scott-branded RV with only one
roll of Scott 1000 at their disposal.
K-C chose five families that operate YouTube
channels to participate because of their relatability in addition to their social media presence. "They represent a variety of family sizes, backgrounds and ages, which proves that
Scott 1000's long-lasting value has benefits for
16

y SHOPPER MARKETING OCTOBER 2016

all families," says Christine Kiriazes, Scott 1000
brand manager.
The first family boarded the RV - which featured bold graphics and asked, "How far can
we go on 1,000 sheets?" - on July 20 in Boston.
The RV traveled along Interstate 90 (selected
because it's the longest U.S. interstate highway) to Seattle over the 15 days, with family
changeovers every three days.
Documenting their "1000 sheet adventures," the families made stops along the way
at select Walmart, Sam's Club and Kmart
stores as well as Niagara Falls, Indianapolis Mo-



Table of Contents for the Digital Edition of Shopper Marketing - October 2016

Contents
Shopper Marketing - October 2016 - 1
Shopper Marketing - October 2016 - 2
Shopper Marketing - October 2016 - 3
Shopper Marketing - October 2016 - Contents
Shopper Marketing - October 2016 - 5
Shopper Marketing - October 2016 - 6
Shopper Marketing - October 2016 - 7
Shopper Marketing - October 2016 - 8
Shopper Marketing - October 2016 - 9
Shopper Marketing - October 2016 - 10
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Shopper Marketing - October 2016 - 116
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Shopper Marketing - October 2016 - 119
Shopper Marketing - October 2016 - 120
Shopper Marketing - October 2016 - 121
Shopper Marketing - October 2016 - 122
Shopper Marketing - October 2016 - 123
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Shopper Marketing - October 2016 - 125
Shopper Marketing - October 2016 - 126
Shopper Marketing - October 2016 - 127
Shopper Marketing - October 2016 - 128
Shopper Marketing - October 2016 - 129
Shopper Marketing - October 2016 - 130
Shopper Marketing - October 2016 - 131
Shopper Marketing - October 2016 - 132
Shopper Marketing - October 2016 - 133
Shopper Marketing - October 2016 - 134
Shopper Marketing - October 2016 - 135
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Shopper Marketing - October 2016 - 137
Shopper Marketing - October 2016 - 138
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