Beyond the Tape: Scotch Brand's Cure for 'Resting Gift Face'

ST. PAUL, MN – December 02, 2025 – We’ve all seen it. The flicker of a forced smile, the slightly-too-high pitch of a “Thank you, I love it,” the eyes that don’t quite crinkle with genuine delight. It’s the subtle, involuntary expression that flashes across someone’s face when they receive a gift in a crumpled bag or an unadorned shipping box. 3M’s Scotch Brand has given this phenomenon a name: “Resting Gift Face” (RGF), and it’s the cornerstone of a remarkably shrewd holiday marketing campaign.

In a strategic partnership with actress and comedian Ego Nwodim, the legacy adhesive brand is doing more than just selling tape; it’s positioning its product as the antidote to holiday awkwardness. By inventing and defining a relatable social ailment, Scotch Brand is attempting to transform a simple commodity into an essential tool for emotional connection, proving that in today’s market, the most effective strategy is often to sell the solution, not just the product.

The Anatomy of a Modern Marketing Ailment

The brilliance of the “Resting Gift Face” campaign lies in its creation of a problem that consumers instantly recognize but never had a name for. It’s a classic marketing technique, updated for an era of memes and shared social anxieties. By commissioning a survey and releasing data—that over half of Americans admit to using their RGF to hide disappointment, and 57% say they've perfected masking their reactions—the brand gives its newly minted ailment a veneer of scientific legitimacy. Suddenly, RGF isn’t just a funny idea; it’s a documented, widespread social occurrence.

This strategy is powerful because it reframes the act of gift wrapping. It’s no longer a tedious chore but a preventative measure against inflicting emotional discomfort on a loved one. The campaign cleverly taps into the giver’s anxiety: Is my gift good enough? Will they actually like it? The narrative suggests that even the most perfect gift can be undermined by poor presentation. The humble roll of Scotch Gift-Wrap Tape, designed to disappear on paper, is thus elevated. It becomes the silent, invisible hero that ensures the gift’s first impression is one of care, thoughtfulness, and genuine excitement, thereby preventing an RGF outbreak.

By codifying this experience, Scotch Brand moves the conversation beyond product features. Competitors might talk about strength or value, but Scotch is discussing emotional intelligence. This pivot is critical for a legacy brand whose core product risks becoming a commodified afterthought in a drawer. The campaign ensures that as consumers write their holiday shopping lists, they aren’t just thinking about paper and ribbons, but about the very real, and now named, risk of Resting Gift Face.

The Strategic Power of Comedic Endorsement

To deliver this message without sounding preachy or condescending, the choice of a spokesperson was paramount. Enter Ego Nwodim. Known for her versatile and sharp comedic work on Saturday Night Live, Nwodim brings a crucial layer of humor and relatability to the campaign. Her involvement transforms a corporate message into a shared inside joke.

In the campaign’s PSA-style videos, Nwodim doesn’t position herself as a crafting expert but as an everyperson who understands the struggle. This approach is far more effective than using a pristine lifestyle influencer whose perfectly curated world can feel intimidating. Nwodim's comedic timing makes the concept of RGF funny rather than stressful, and her endorsement feels authentic.

"I'm excited to partner with Scotch Brand to take on the season's most dreaded reaction, Resting Gift Face," Nwodim states in the official release, perfectly capturing the campaign's lighthearted tone. Her role is not to lecture but to commiserate and offer a simple, accessible solution. By aligning with a figure known for dissecting social quirks on national television, Scotch Brand makes its message culturally relevant and shareable, extending its reach far beyond traditional ad placements into the realm of pop culture commentary.

Challenging the Convenience Economy

On a broader strategic level, the campaign mounts a subtle but direct challenge to the convenience economy, personified by the ubiquitous last-minute gift bag. For years, the gift bag has been the ultimate symbol of time-crunched, low-effort gifting. Scotch Brand’s campaign argues that this convenience comes at an emotional cost—the dreaded RGF.

By encouraging consumers to “leave gift bags behind,” the company is championing the value of hands-on effort. This taps into a powerful counter-trend: the growing desire for authenticity, personalization, and mindful activities in an increasingly digital and automated world. The act of wrapping a gift—selecting the paper, folding the corners, and sealing it with care—is reframed as an act of love and a core part of the gift itself. As Nwodim notes, "A little extra effort...goes a long way and always brings out the best reactions from my friends and family."

This message resonates because it aligns with the core purpose of the holidays for many: connection. The campaign suggests that the ten minutes spent wrapping a present are a worthwhile investment in reinforcing a personal bond. It’s a savvy move that elevates the brand by associating it with deeper values, transforming a transactional product into a facilitator of meaningful experiences.

"We believe the true magic of the holidays lies in the joy that gifting brings—not just for the recipient, but for the giver as well," says Karina Chavez, president of 3M's Consumer Business Group. This high-level framing confirms the strategy: Scotch isn’t just in the tape business; it’s in the business of manufacturing holiday joy.

Ultimately, the “Resting Gift Face” campaign is a masterclass in modern brand navigation. It takes a household staple, identifies a universal (if unnamed) consumer pain point, and wraps it in a humorous, culturally relevant narrative. By doing so, Scotch Brand ensures that its product is not just seen as a functional tool, but as an indispensable partner in the deeply human pursuit of making someone genuinely smile.