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When Toronto Raptors' own Scottie Barnes announced his name change from Scottie to “Scotties” Barnes adding an “s’ on the end on social media, basketball fans were caught off guard. Last week, the NBA forward announced his name change at a press conference. The surprising switch was actually a playful brand partnership with Scotties, Canada’s leading tissue brand, as part of their wider “Get the Name Right” marketing campaign.
As Canada's #1 facial tissue, Scotties has been proudly made in Canada since 1956. Despite its long-standing presence, Canadians often refer to the brand by the name of a competitor that left the Canadian market in 2023, rather than using the name Scotties. This new partnership with Scottie Barnes is the latest initiative in the brand’s ongoing campaign to help Canadians identify the brand correctly.
“This collaboration with Scottie Barnes has allowed Scotties to tap into the energy and enthusiasm of Canadian sports fans in a fresh and engaging way,” said Susan Irving, CMO Kruger Products. “With this new campaign, we wanted to playfully embed the Scotties name into a cultural moment - highlighting that consumers have been calling us by the wrong name for years while reminding Canadians that Scotties has been proudly serving them for over 60 years.”
To help spread the word, Scotties Facial Tissue enlisted TSN and its broadcasters to incorporate the name change into their coverage of Barnes and the Toronto Raptors’ Nov. 26 game against the Indiana Pacers, including the staged press conference. Plus, SportsCentre, TSN’s flagship sports news and information show, featured the name change in a special edition of its fan-favourite “Top 10” segment, showing a clip from the Barnes press conference.
Who's behind the Get the Name Right campaign?
- Agencies - North Strategic
- Brand - Scotties (Kruger Products)
(click on the link to view the agency's Vendor Directory listing)
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