Toronto Raptors forward Scottie Barnes surprised fans last week by announcing a temporary name change, adding an 's' to become 'Scotties' Barnes. This unexpected move was not a personal rebrand but a clever marketing partnership with Scotties Facial Tissues, Canada's number one tissue brand.
A Strategic Partnership for Brand Recognition
The stunt, part of Scotties' broader "Get the Name Right" campaign, was officially unveiled at a press conference. Barnes, an NBA All-Star, humorously embraced the collaboration. "Who better to team up with Scotties than me?" Barnes stated. "As a Toronto Raptor and honorary Canadian, this partnership with Scotties is an alley oop!" He clarified that the change was temporary, noting, "I actually thought 'Scotties Barnes' had a nice ring to it, but I can now confirm that my name will stay as Scottie."
Integrating the Campaign into Sports Coverage
To maximize visibility, the campaign was integrated into sports media coverage. Scotties collaborated with TSN to feature the name change during the broadcast of the Toronto Raptors' game against the Indiana Pacers on November 26, 2025. The network's flagship show, SportsCentre, also highlighted the press conference clip in a special edition of its popular "Top 10" segment.
Susan Irving, Chief Marketing Officer at Kruger Products (Scotties' parent company), explained the campaign's goal. "This collaboration has allowed Scotties to tap into the energy of Canadian sports fans in a fresh way," Irving said. "We wanted to playfully embed the Scotties name into a cultural moment—highlighting that consumers have been calling us by the wrong name for years."
Addressing a Decades-Old Branding Challenge
The campaign tackles a specific issue: despite being Canada's #1 facial tissue and being proudly made in the country since 1956, many Canadians refer to the brand by the name of a competitor that left the Canadian market in 2023. This partnership with Scottie Barnes is the latest effort to correct that habit. Last year, the brand executed a similar campaign involving a hypnotist and a pop-up event in Toronto.
Kruger Products Inc. is Canada's leading manufacturer of tissue products for household, industrial, and commercial use. Its portfolio includes well-known brands like Cashmere, Purex, SpongeTowels, Scotties, White Swan, and Bonterra.
