Shopper Marketing - October 2016 - 16
Scott 1000 Stretches
Across the Country
Road trip campaign communicates value promise through families'
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
y SHOPPER MARKETING OCTOBER 2016
all families," says Christine Kiriazes, Scott 1000
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-