Burj Khalifa is the limit
Scotch-Brite® builds a product replica of the tallest tower in the world to commemorate its market leadership
Scotch-Brite® products are an integral part of every household in the UAE and around the world for more than 50 years. With its wide range of home care cleaning products, the brand has consistently been a global market leader due to its unrivalled quality and constant innovation. Scotch-Brite® is part of the global conglomerate 3M that has over 55,000 products to its name. To commemorate the unwavering trust placed by consumers for more than 50 years, Scotch-Brite® has erected a towering 12 feet replica of the Burj Khalifa, made entirely out of Scotch-Brite® products. The brand’s initiative to pay homage to the iconic UAE monument, is a part of its ‘My Home My Scotch-Brite®’ campaign. The magnificent looking replica is displayed at the Geant Hypermarket outlets in Yas Mall, Abu Dhabi and Ibn Battuta Mall, Dubai. The towering replica is a visual treat and is available for public display, till the end of January. ‘My Home My Scotch-Brite®’ campaign is a special activity with multiple attractions for the consumers. They can enjoy attractive discounts and volume deals on their purchase of Scotch-Brite products, throughout January. Divisional Manager – Home Care Division, Consumer Business Group at 3M Middle East, Mr Sweth Kumar informs, “The Burj Khalifa replica is a part of the ‘My Home My Scotch-Brite®’ campaign. We wish to see Scotch-Brite® products in every household of the Middle East.” With regards to the Burj Khalifa replica, he opines, “We wanted to connect with the ethos of our Middle East consumers and create something that people could engage with.”
A masterpiece in itself, the Burj Khalifa replica is completely made of Scotch-Brite® Scouring Pads and Scotch-Brite® Multipurpose Cloths. Scotch-Brite® products have always stood out in terms of its efficacy and longevity. The products used to make the replica exemplify this. The Scouring Pads cleans tough baked on messes and grime, 50% faster than its competitor products. It is Ideal for cast-iron pots, stove burners, broilers, garden tools and grill. The Scotch-Brite® multipurpose Cloths, on the other hand are highly absorbent & long lasting.
They can be used repeatedly, without chemicals. These are made with unique microfiber cloths that make them ideal for dry dusting and wet cleaning. As a result, the Scotch-Brite® multipurpose can be washed and used for upto 50 times. The response to the Burj Khalifa replica has been highly positive and heartwarming. Marketing Specialist, Home Care Division, Consumer Business Group at 3M, Mr Seshagiri Chakravarti adds, “Right from the time of installation, we see happy faces of users around the replica and it gives us immense satisfaction to add value to the life of each and every consumer of Scotch-Brite®”. This is not the first time by Scotch-Brite®, where an attempt has been made to pleasantly surprise its consumer. In 2015 Scotch-Brite® had erected a giant wheel made out of their trademark floor care products. 2016 has started on a tall note for Scotch-Brite®, and will continue with an eventful calendar for the brand with multiple activities planned throughout the year. Sweth adds, “There are more consumer attractions to follow, as we move ahead this year. This campaign is one of the many things that we have planned for our customers in 2016.”
Since 1958, Scotch-Brite products have had a significant presence across every cleaning market, from Consumer to Commercial and to Industrial applications. The brand is a global market leader in the household-cleaning segment. A product of the 3M consumer business group, science and innovation are at the heart of every Scotch-Brite product, making the brand an unchallenged leader in home-care cleaning products today. To this day, the brands commitment to provide excellent innovative products is unwavering.