Scotchgard Will Talk to Consumers

3M Chemicals' Scotchgard Protection will, for the first time appeal directly to consumers with a product-labeling system and ads that communicate applications and differentiated benefits for categories such as apparel, carpeting and home furnishings.

The labels, designed by Kerker, Minneapolis, will crop up this fall on carpeting and home furnishings, such as Ikea couches, and apparel hangtags debuting in 1999. Each calls out relevant claims for garments in key Scotchgard categories such as outerwear, kids clothing and uniforms. While a booklet designed for outerwear plays up water resistance, one for children's apparel addresses resistance to stains like juice.

Initiatives stemmed from research that showed while 95% of consumers were aware of Scotchgard, only 26% knew what it does. "We're invisible to the consumer," said Beth Volkers, brand manager.

Reps have just begun pitching the idea to apparel vendors, and so far London Fog, Eddie Bauer and Tommy Hilfiger's golf line have shown interest. Reaction is expected to be particularly strong with the outdoor market. "With a $300-400 jacket, you want to call out any performance feature that adds value," Volkers said. Since most outerwear is treated with some type of protection anyway, about 85% of which is generic, she sees a chance to create, brand and own the category.

3M also plans a spring campaign to educate consumers on Scotchgard's versatility-from use on pre-treated garments to spray-proofing furniture before a party- a bid that aligns its separately run OEM, aftermarket and aerosol can units. Ads by Grey, N.Y., target women 25-55 and likely feature "threats" like a glass of red wine spilling on a white carpet.

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