Scottex
"Kimberly Clark operates in some European markets thanks to the Scottex brand, Italy among them. Scottex is mostly associated to toilet paper and stands for softness and quality guarantee. However, in Italy, Scottex also produces a range of pocket tissues that over the years has shown some weaknesses, such as poor brand identity and visibility. ARC’S interpreted its restyling with the objective to reinforce the identity of Scottex pocket tissues, by defining a visual system exalting the Scottex brand and connecting the product to the brand. The result is a strong visual identity that gives back impact to the Scottex brand and expressive strength to pocket tissues as well, improving shelf visibility too."
"Colours are an extremely important identity element. The use of paste silver as serigraphy base (since unknown to the line) gives new intensity and innovation to the packet. Silver is the colour common to each individual packet and packets come in impacting shades and have strong characterization."
Project: Scottex pocket tissues
Agency: ARC’S
Country: Italy
4 Comments
Reader Comments (4)
Scottex is Kleenex for a different market in a different country, called Italy. Perhaps you've heard of Italy, anyway, they have a different language and everything! Who knew?
That's right, Scottex is Kleenex for different markets/different countries, because Kimberly Clark's strategy moves through different brands in different countries/markets.. Scottex is a brand of Kimberly Clark, present in Italy, Belgium, Spain, while in the UK the main brand is "Andrex", and so on.
A real weakness of the brand Scottex for pocket tissues is that in Italy "Scottex" brand refers mostly to toilet paper, which is one of the most sold and known. But at the same time, "Scottex" has been also the brand for pocket tissues for decades, showing crescent weaks in the last years because of kind of lack between the product and the brand. Furthermore, we have Kleenex in Italy, but not in the sector of pocket tissues, just for boxes.
The strategy comprehended also the restyling of Scottex logo due to short the distance between it and Kleenex.
So we made the restyling keeping in mind to praise a strong visual identity on shelf, to introduce a new visual system and give back a stronger connection with Kleenex.. not easy, do you like the pack anyway?