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Case Study

The Scotch® Brand Most Gifted Wrapper™ Contest: Making a Program Stick for 15+ years
In 1997, 3M launched the innovative Scotch pop-up tape handband dispenser, which provides pre-cut strips of tape at your fingertips. 3M charged Hunter PR to develop a creative, ownable program that would help make Scotch pop-up tape stick in the mind of consumers during their key sales period—the holidays.

Fast forward 15 years later, and the Scotch® Brand Most Gifted Wrapper™ program continues to be Hunter PR’s longest standing equity program. Taking place in early December, the annual contest brings some of the best gift wrappers from the around the country—both amateurs and professional wrappers—to New York City to participate in the ultimate gift-wrapping competition. With their Scotch pop-up tape dispenser on hand, the eight “gifted” wrappers compete in out-of-the-box challenges, wrapping odd-shaped items that have included a snowmobile, sailboat, Vespa scooter, bicycle and baby grand piano. Held at Rockefeller Center, the winner of the contest takes home $10,000 and the title of the Scotch® Brand Most Gifted Wrapper™.

In 2011, the Scotch® Brand Most Gifted Wrapper™ Contest generated 146 million impressions, including seven national TV placements. In its 15 year history, the holiday program has garnered more than 1.7 billion impressions, with top tier placements including The Ellen DeGeneres Show, The Oprah Winfrey Show, Good Morning America, NBC Weekend Today, CBS Early Show, CNN, MSNBC, FOX News, The New York Times, The Wall Street Journal, USA Today, Real Simple, Good Housekeeping, Ladies Home Journal, Martha Stewart Living, Yahoo! and AOL News.