Bangkok--6 Mar--Aziam Burson-Marsteller Joins with California Fitness to target modern consumers, helping them to control fat intake, no matter how much they eat Scott Towels has announced an emotional marketing strategy to attract modern, health-conscious families with the launch of the new Scott Towels Low Fat Tissue campaign. It focuses on how Scott Towels provide the ultimate oil absorbency for fried foods, reducing fat by up to 39%. Scott Towels plans to join with California Wow to promote this campaign among physical exercise enthusiasts at leading outlets nationwide. The year 2007 was significant for the slimming industry, which enjoyed a tremendous growth. The paper towels segment grew by 14.6%. Recognizing this growth, Scott Towels has initiated an innovative campaign to broaden its customer base to cover health conscious consumers. Mr. Jiraroj Tikkawee, Associate Marketing Director, Kimberly-Clark Thailand Ltd. said, ”This year, we are introducing the new Scott Towels Low Fat Tissue campaign to attract modern consumers who are concerned about reducing their intake of fat and who want to be more careful when preparing food.” “Our emotional marketing strategy will distinguish Scott Towels from other brands. Our focus is on the product’s end-benefit that helps to reduce the consumption of fat, so everyone can enjoy fried food and ‘stay low fat no matter how much they eat’. Recent findings by SGS Thailand showed that using Scott Towels helps absorb oil from fried food and can reduce fat by 39%. This is an easy way to look after ourselves and live healthier lifestyles,” addedJiraroj. Scott Towels offers good health for smart consumers by reducing the amount of fat people eat. Thick and durable, it does not leave lint on food. Its fan emboss pattern also provides superior oil absorbency compared to other paper towels. Scott Towels are available in leading supermarkets at the price of 45 baht. According to Mr. Gerald Dibbayawan, Vice President of Operations, California Wow Xperience Public Company Ltd., “Scott and California Wow have a joint mission to help consumers lead healthy and low-fat lifestyles. In additional to physical exercise, good eating habits are necessary to boost the number of calories you burn. Therefore, we plan to communicate this new campaign through our fitness outlets” The new Scott Towels Low Fat Tissue campaign will be conveyed through advertising media at 10 California Fitness outlets nationwide from March until the end of the year, including special yoga classes designed for Scott customers. Additionally, there will be campaign road shows at 30 modern trade outlets in Bangkok as well as a TV cooking program called ‘Low Fat Kitchen with Scott Towels’ hosted by Maprang-Pawadee Wichianrat. The program will be aired every Sunday on Channel 5 at 12:55 hrs from April onwards and featuring special low fat dishes by well-known stars. “We expect this innovative nine-month campaign will reflect changing consumer demands and lifestyles and hit the hearts of modern consumers,” concluded Jiraroj. Currently, the value of the tissue market in Thailand is 3,850 million baht. Kimberly-Clark is the market leader with a 39% share. The tissue market is divided into bath tissue representing 75%; facial tissue accounting for 18%; napkin at 2% and paper towels at 5% which Kimberly Clark enjoys a 45% share in this segment. For immediate release More information, please contact: Rosarin Wiwatsujaritkul or Satida Sritunyatorn Aziam Burson-Marsteller Tel. 0-2252-9871 E-mail: [email protected]