The ads will break in a range of consumer magazines, starting with September issues and reaching a total of 120 million people during the initial launch period. The campaign marks the beginning of a multiyear advertising effort to build the Scotchgard brand's relevance to consumers' lives. A full media schedule for 1999-2000 is in place that includes 18 magazines. The advertising plan will deliver 390 million impressions against women ages 25 to 54. It will reach 48 million consumers, or 81 percent of that target, an average of 8.2 times.
Toddlers are busy and messy at play in the carpet and furniture ads.
Studies leading to the creation of the ads showed 95 percent awareness for the Scotchgard brand. The brand itself has tremendous equity, but the intent is to build the familiarity of this feature on both clothing and home furnishings purchases. Last fall, 3M introduced its strategy to create a cohesive brand identity. The company created a new logo, hang tags and labels unifying the numerous formulations of Scotchgard protection, while communicating the relevant product attributes to the consumer within each end-use category. In fact, the labels become featured elements in the ads themselves and will carry the campaign right into the retail situation.