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Case Studies

Home and Lifestyle Products PR Case Study

The Scotch Brand Most Gifted Wrapper Contest: Making a Program Stick for 17+ years

Objective

Develop a creative, ownable program that would make Scotch pop-up tape stick in the minds of consumers during their key sales period: the holidays.

Approach

  • Hunter PR created the Scotch® Brand Most Gifted Wrapper™ Contest in 1997, and it continues to be Hunter PR’s longest running equity program.
  • The annual contest brings some of the country’s best gift wrappers to New York City for the ultimate gift-wrapping competition. The wrappers compete in out-of-the-box challenges, wrapping odd-shaped items that have included a snowmobile, sailboat, Vespa scooter and baby grand piano. The contest winner takes home $10,000 and the title of the Scotch® Brand Most Gifted Wrapper™.

Results

  • In its 15 year history, the holiday program has garnered more than 1.7 billion media 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, The New York Times, The Wall Street Journal, USA Today, Real Simple, Good Housekeeping and Martha Stewart Living.

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Tags

Scotch Brand Public Relations

Rosie Sato from Gardena, Calif. “wraps up” a backyard play set and the title of the Scotch Brand Most Gifted Wrapper for 2011. Rosie’s win was featured in The Wall Street Journal, ABC World News Now, Today.com and more.