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Scotties says tissues aren't just for cold season

Tissue brand turns wordsmith for Quebec-based creative

Scotties is reminding Quebecers that tissues aren’t just for cold and flu season. Developed by Havas Worldwide Canada’s Montreal office, and created specifically for the Quebec market, the OOH effort aims to highlight the tissue’s “emotional and supportive role,” in the lives of consumers and reinforce the product’s versatility. To get its message across, the brand has created three fictional words all based on “mouchoir” —  the French word for tissue. “Consoloir,” a mix of “to console” and tissue, aims to illustrate the product can be used to comfort and dry tears, while “Maquilloir,” demonstrates how the facial tissues can be used to apply and remove makeup. In a release, Oliver Bukvic category director, facial tissue at Kruger Products, said the creative was informed by “the insight of how Quebecers often coin new words.” This article first appeared on

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