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Meet Scotch Tape’s ‘Most Gifted Wrappers’

Meghan Smith, marketing manager of Scotch Brand Tape, met with us to discuss 3M’s recent holiday collaboration with Arc Worldwide.

3M and Arc recently launched a festive campaign that features a troop of colorful elves who help bring to life Scotch Tape’s portfolio of different holiday tapes and their functions.

Smith shares details on the campaign’s insight and inspiration, and what she hopes the “World’s Most Gifted Wrappers” will bring to shoppers this holiday season.

Meghan Smith, marketing manager of Scotch Brand Tape, met with us to discuss 3M’s recent holiday collaboration with Arc Worldwide.

3M and Arc recently launched a festive campaign that features a troop of colorful elves who help bring to life Scotch Tape’s portfolio of different holiday tapes and their functions.

Smith shares details on the campaign’s insight and inspiration, and what she hopes the “World’s Most Gifted Wrappers” will bring to shoppers this holiday season.

This morning we couldn’t believe our eyes — we could have sworn we saw elves running around the Leo Burnett building! Could you tell us a little bit more about the elves and 3M Scotch Tape’s new holiday campaign?

The Scotch Brand partnered with Arc to bring to life a holiday campaign that was relevant to our core consumers. One that educated the consumers about the different tape types we have available in our portfolio and help them maximize our entire stretch of tapes. From Magic Tape that you know and trust to packaging tape that helps make sure your packages arrive on time, the elves were a great way to communicate this message. The elves serve as a vehicle to represent different parts of our tape portfolio, so that we could communicate different features and benefits about the tape in a fun and relatable type of way. And most importantly, tie it into the holiday season — that’s where the strongest association people have with tape: gift wrapping for the holidays. It’s a great way to express the variety of our holiday portfolio in a way that’s a little bit more fun and more mischievous.

So each elf symbolizes a special kind of 3M Scotch Tape. Would you briefly introduce us to each elf?

At 3M, I am definitely like the mother of the elves. We start with Scott E. who is the head gift-wrapping elf at Santa’s workshop. He represents our Magic Tape, which is a great multi-purpose tape to use, and most people recognize it for the green, for the plaid. It’s great for invisibly wrapping gifts and office paper. He really has a special trick; he really knows how to make different things turn into magic.

Our elf Emily represents giftwrap tape. Giftwrap tape is really unique; it has a satin finish. If you notice, a lot of giftwrap papers aren’t exactly like office paper. Some of them are shiny, some have glitter, and our satin finish disappears on giftwrap paper. It’s a really unique way to make sure your gifts look clean and flawless. Emily has that personality —she just wants that perfect look on a gift and she uses her tape to make sure that it looks exactly complete on each of the edges.

Zoe is the expressions tape elf and she represents a really broad line of fun tapes that have patterns, glitter and metallic features to them. It’s a fun special touch that you can add to a gift to make it come to life.

What's the ultimate goal of this campaign for 3M's Scotch Tape brand?

The brand is trying to make sure we’re relevant at this time of year. That when you’re thinking of gift-wrapping or thinking about giving a gift, you’re also thinking about how you can utilize Scotch Tape’s portfolio to really make your gifts magical. We’re hoping we get great awareness for our whole portfolio and we hope to make it fun for the consumer to shop in-store. We’re hoping to make it fun online for them to learn about more ways to uniquely wrap their gifts and make it special this year.

What was the insight and inspiration behind this campaign?

We spent a lot of time with consumers, actually sitting in peoples’ houses last Christmas, watching them wrap gifts with their supplies, and we learned a couple of things. The first thing, of course, is you can’t wrap a gift without tape. We’re a necessary part of the holidays, but we’re not always at the top of mind. It’s not the first thing you think of—maybe you think of the gift itself or the box you’re going to put it in or even the wrapping paper. So we wanted to understand and recognize we weren’t always top of mind.

But that anticipation that comes from a wrapped gift is really special. You don’t see a lot of bags under the tree at Christmas they way you would for a birthday gift. That wrapped gift hides whatever is inside and you can’t really peek. Knowing that people want to wrap their gifts and add that element of anticipation, tape really is in the back of the mind, but we wanted to push it to the forefront so people could really take advantage of what we had to offer.

What do you hope the elves, aka the “World’s Most Gifted Wrappers,” will bring to shoppers this holiday season?

Hopefully they bring fun, inspiration! Maybe they bring a new idea or new way of going about things. Smitty, another elf, is double-sided tape. Double-sided tape is often used for crafting and smaller projects but really, there’s great ways to fix bows or tags. We saw people making dolls to put on top of their gifts. So sticking it with double-sided tape is a new way to do it. We hope to introduce those new fun ways of making the holidays special through the elves.

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Want to see more elves? Watch “The Story of the Miswrapped Gifts” here.

December 9th 2015