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Faithful readers.

Thursday's post on Scotties tissue (on the left is a recent free-standing insert [FSI]) has generated a fair amount of back-channel conversation.

The following comes from Jeff Atlas, one of the pioneers of cause marketing. I post his remarks with his permission.
Your recent post about Scotties led me to do a little bit of investigating.

I remember when Weyerhaeuser advertised itself as "The Tree Growing Company."

So, I wondered why they had dropped (or perhaps "felled") that name.

Here's the story from the ad/pr company that Weyerhaeuser used:

"Political turbulence on a number of issues surrounded Weyerhaeuser Company in the 1990's. Perceptions about clear cutting, log exports, old growth logging, the endangered spotted owl and stewardship of natural resources were conspiring to undercut the reputation of the industry in general and Weyerhaeuser in particular. There was a real danger that this situation could lead to new and costly government restrictions on how the company operated."

"Public opinion research conducted by Gogerty Marriott, revealed that the company's positioning as 'The Tree-Growing Company' was not helping shore up public support. Facts and data about the company's operations did not have a favorable impact and there was a real issue with credibility. Advertising, which then focused on the company's replanting programs and forest stewardship, had no impact on the public opinion."

So, it's interesting to note that J. D. Irving has now picked up - and trademarked - this slogan.

Perhaps they think that they will have better luck with it.

But does a slogan that falls in the forest make a sound?


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