3M Launches Major Scotchgard Ad Campaign

Bobbin, Oct, 1999

3M unveiled a multiyear advertising campaign, beginning with advertisements placed in major consumer magazines this past month, to refresh consumers' awareness of its Scotchgard protective coatings for apparel, home furnishings and carpet.

The campaign, centered around the "Got a life? Gotta ask for Scotchgard" slogan, features a new Scotchgard logo and new hangtags and labels that 3M developed last fall in an effort to create a cohesive brand identity for its different Scotchgard formulations. New Scotchgard products are being developed for the three markets, and 3M is expected to increase Scotchgard manufacturing capacity in North America and Europe. North American consumers are the earliest targets of the campaign, which will be expanded next to Europe and ultimately to Asia.