Scotch 100
Brief
3M partnered with Gamma Communications to celebrate the 100th anniversary of its iconic Scotch Brand through a fully integrated retail marketing and digital campaign. The objective was to drive national visibility, increase consumer engagement, and boost in-store and online sales across key retail partners.
The campaign needed to honor Scotch Brand’s legacy while positioning it as a modern, everyday essential across home, office, and creative use cases. The strategy focused on creating a seamless omnichannel experience that connected physical retail, digital media, and social storytelling.
Process
Gamma developed a 360-degree national campaign that connected retail environments, influencer marketing, and digital commerce into a unified ecosystem.
At retail, Gamma designed and deployed custom Scotch 100 point-of-sale displays that highlighted the anniversary milestone and reinforced brand heritage. The program included a gift with purchase incentive available for both in-store and online transactions, encouraging higher basket size and repeat purchase behavior.
To extend reach beyond physical retail, Gamma launched a click-to-cart interactive microsite that allowed consumers to explore Scotch products and purchase directly through integrated retail links. This digital hub acted as a bridge between awareness and conversion, supporting both ecommerce and in-store traffic.
The campaign was amplified through influencer partnerships across social media platforms, generating lifestyle-driven content that showcased real-world use cases for Scotch products. In parallel, Gamma executed in-store and digital media placements across key retail accounts, including Walmart Connect, where Gamma operated as an approved vendor to deliver targeted shopper marketing at scale.
This integrated approach ensured consistent messaging across all touchpoints while maximizing visibility across retail, digital, and social channels.
Outcome
The Scotch 100 campaign successfully delivered a cohesive omnichannel marketing program that increased brand visibility and drove measurable retail impact across national accounts.
Custom point-of-sale displays and gift with purchase mechanics contributed to increased in-store engagement and stronger conversion rates. The click-to-cart microsite streamlined the path to purchase, supporting both ecommerce growth and retail sell-through.
Influencer content and social amplification generated meaningful consumer engagement, reinforcing Scotch Brand’s relevance with a new generation of consumers while celebrating its 100-year legacy.
By combiing retail media, experiential design, and digital commerce strategy, Gamma Communications delivered a scalable campaign that translated brand heritage into modern retail performance.
