DALLAS Kimberly-Clark Corp. announced the national launch of Scott Naturals — a family of bath tissue, towels, napkins and flushable wipes products that deliver quality, performance and environmental benefits at a competitive price.
Scott Naturals bath tissue, towels and napkins contain a blend of recycled and virgin fiber – 40% recycled fiber in bath tissue, 60% in towels, and 80% in napkins. The 2-ply bath tissue delivers the softness consumers expect from the Scott brand, while the towels feature fast-absorbing ridges that soak up spills and get the job done right. The flushable wipes are made with natural Aloe Vera and 100% of fibers derived from sustainable resources.
"The lower quality and higher price perceptions of products containing recycled fiber has limited consumer acceptance," said Erik Seidel, Scott brand director. "Scott Naturals bath tissue, towels, napkins and flushable wipes are made using proprietary technologies that enable K-C to deliver high performance, quality, and value consumers expect from the trusted Scott brand."
To support the nationwide roll-out of these products, K-C will launch a marketing campaign that includes the Scott Naturals brand providing “green'” home improvement tips in a web video series hosted by Kahi Lee, interior designer from the cable network show Design on a Dime. The video series can be seen on the Scott Common Sense Web site and other online video networks.
Additional elements of the campaign include print advertising in upcoming “green'” issues of consumer magazines, high-value coupons, billboard sponsorships on HGTV and HGTV.com, targeted online social networking and blogger outreach, experiential marketing and public relations activities.
The Scott Naturals products will be widely available at major North American retail locations in mid-April. For more information on the Scott Naturals products, visit www.scottcommonsense.com/naturals.