Scotties Softer Side of Strong Promotion

This promotion was a ‘hybrid’ comprised of an in-pack instant-win game, an online instant-win game, and an online sweepstakes. Open only to the New England area, specially-designed New England Patriots cartons of Scotties Tissues were sold in select retailers.  250 cartons received a winning game piece.  If a consumer didn’t receive one of the lucky cartons, they could go to the website and play an online instant-win game as well as enter a sweepstakes.  This promotion leveraged Massachusetts-based Irving Consumer Products, Inc. and its relationship with the popular and successful New England Patriots franchise.  The prizes were all Patriots-themed and included a trip for two to see a Patriots away game, game tickets, and pro shop gift cards.

This promotion created excitement both at retail and online by drawing an association with a wildly popular and storied NFL franchise.  The in-pack game aspect helped drive sales while the ‘second chance’ online component gave consumers even more opportunities to participate and further engagement with the brand.