The elves are the stars of an online Christmas marketing campaign created to guide consumers through the range of Scotch tape options available – from Scotch® Magic™ Tape that is frosty on the roll and invisible on wrapping paper to Scotch® Expressions Tape that comes in nine designs for adding that personal touch.

Scott E, Emily, Jack, Smitty and Zoe each represent a Scotch tape product and have a dedicated page on a new Scotch Elves microsite containing engaging videos sharing wrapping hints and tips as well as an explanation of the key product benefits.

Said Amy Collins, central product marketer for 3M’s West Europe Scotch® Business Unit: “The Scotch elves campaign was created as the result of extensive consumer research that recognised that different shopper types needed help to distinguish between our Scotch products.

“Whatever the approach, gift wrapping is a much-loved festive ritual and our Scotch tape products can help consumers be both creative and efficient.”

The campaign will run until 25 December, so look out for digital adverts, web banners and blogs promoting the site as well as colourful display material in stores.

Visit the Scotch Elves microsite