Scotch Brand partners with Ego Nwodim to inspire joyful holiday gifting
Rhea-AI Summary
3M (NYSE: MMM) announced on Dec 2, 2025 that Scotch Brand is partnering with actress and comedian Ego Nwodim for a holiday campaign tackling “Resting Gift Face” (RGF).
The campaign highlights Scotch Gift-Wrap Tape as a tool to improve gift presentation and spark genuine reactions; a commissioned Talker Research survey of 2,000 Americans (Oct 17–22, 2024) found that over half use RGF and 57% say they mask true reactions.
The release directs consumers to a campaign video and wrapping tips at ScotchBrand.com/holiday.
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News Market Reaction – MMM
On the day this news was published, MMM gained 0.63%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
MMM gained 0.35% with mixed peers: HON +0.61%, VMI +0.6%, BBU +0.98%, while OTTR -0.26% and SEB -0.05%. This points to a stock-specific move rather than a broad sector shift.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 02 | Brand partnership | Positive | +0.6% | Holiday campaign featuring Scotch Gift-Wrap Tape and Ego Nwodim. |
| Nov 20 | Investor conference | Neutral | -1.2% | Announcement of upcoming appearance at Goldman Sachs conference. |
| Nov 04 | Dividend declaration | Positive | +2.3% | Quarterly dividend of <b>$0.73</b> per share for Q4 2025. |
| Oct 24 | External management | Neutral | -1.8% | Lanvin Group CFO appointment highlighting prior 3M experience. |
| Oct 21 | Earnings and guidance | Positive | +7.7% | Q3 2025 beat on adjusted EPS and raised full-year guidance. |
Recent MMM news with clear business impact (earnings, dividends) has coincided with positive price reactions, while a conference appearance saw a negative move, indicating selective investor focus on fundamentals over events.
Over the last few months, MMM news has ranged from strategic and financial to brand-focused updates. Q3 2025 results on Oct 21 showed stronger adjusted metrics and triggered a 7.66% gain. A quarterly dividend announcement on Nov 4 preceded a 2.32% rise, while a conference participation notice on Nov 20 saw a -1.18% move. The current Dec 2 Scotch Brand holiday partnership aligns with prior modestly positive reaction of 0.63% to similar consumer-facing campaigns.
Market Pulse Summary
This announcement highlights a Scotch Brand holiday campaign with Ego Nwodim that promotes Scotch Gift-Wrap Tape and leans on survey insights from 2,000 Americans, of whom 57% report masking reactions to poorly wrapped gifts. In recent months MMM also reported Q3 2025 results with improved adjusted metrics and maintained a dividend paid for more than 100 years. Investors may watch how such brand activations support the Consumer segment alongside core financial performance.
AI-generated analysis. Not financial advice.
New campaign tackles "Resting Gift Face" by proving the power of thoughtful presentation
Resting Gift Face is the unmistakable, often involuntary expression that appears when someone receives a gift that's less than thoughtfully presented – from the forced smile after opening a last-minute bagged present to the subtle sigh when faced with an unadorned shipping box. It's a common occurrence: over half of Americans admit to using their RGF during the holidays to hide their disappointment with receiving poorly wrapped gifts and
Ego Nwodim brings humor and warmth as the face of the campaign, sharing relatable RGF moments and demonstrating how Scotch® Gift-Wrap Tape makes it easy to wrap gifts with creativity and care-- because every present deserves a real smile, not another list-minute gift bag.
"I'm excited to partner with Scotch Brand to take on the season's most dreaded reaction, Resting Gift Face," says comedian and actress, Ego Nwodim. "When a gift feels truly thoughtful, and the wrapping is just as special as what's inside, it's impossible not to smile and share in the joy it's meant to bring. A little extra effort (and skipping the gift bag!) goes a long way and always brings out the best reactions from my friends and family. It's something we can all feel good about!"
For generations, Scotch Gift-Wrap Tape has been the go-to choice for holiday gift-givers, helping make every unwrapping moment brighter. Designed to virtually disappear on most wrapping papers, Scotch Gift-Wrap Tape creates a smooth finish and keeps gifts securely sealed, giving peace of mind and a polished presentation, even in the busiest holiday moments.
"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. "When care and creativity are put into every present, each moment of giving and unwrapping is transformed into a joyful experience, sparking genuine excitement for everyone involved."
Don't let Resting Gift Face steal the joy from your holiday celebrations. Leave gift bags behind and transform ordinary gifting moments into extraordinary experiences with Scotch Gift-Wrap Tape —so every wrapping and unwrapping is met with smiles, laughter, and true holiday cheer.
See how Ego Nwodim takes on Resting Gift Face this holiday with Scotch Brand – watch the campaign video HERE and visit www.ScotchBrand.com/holiday for creative wrapping tips and inspiration to elevate your gift presentation this holiday season.
*Talker Research surveyed 2,000 Americans who celebrate winter holidays; commissioned by Scotch™ Brand and administered and conducted online by Talker Research between Oct. 17 and Oct. 22, 2024.
About Scotch™ Brand
At Scotch™ Brand, we believe in resourcefulness and ingenuity. We exist to empower the hands-on ingenuity in everyone and help bring their visions to life. But, to do a job well, you need the right tools. Since the invention of the first masking tape in 1925, Scotch™ Brand and 3M have offered more than 1000 varieties of adhesive tape and countless other products from spray adhesives and super glue to tape dispensers and laminators. For every project there's an ideal tool. We'd like to help you find it. Follow us on: Facebook, Instagram, Pinterest, or TikTok.
About 3M
3M (NYSE: MMM) is focused on transforming industries around the world by applying science and creating innovative, customer-focused solutions. Our multi-disciplinary team is working to solve tough customer problems by leveraging diverse technology platforms, differentiated capabilities, global footprint, and operational excellence. Discover how 3M is shaping the future at 3M.com/news.
View original content to download multimedia:https://www.prnewswire.com/news-releases/scotch-brand-partners-with-ego-nwodim-to-inspire-joyful-holiday-gifting-302629468.html
SOURCE 3M Company
FAQ
What did 3M (MMM) announce on December 2, 2025 about Scotch Brand?
How many people did the Talker Research survey include for the Scotch Brand campaign?
What percentage of Americans reported using Resting Gift Face in the Scotch Brand survey?
Where can investors or consumers watch the Scotch Brand campaign video for MMM?
What product is Scotch Brand promoting in the Dec 2, 2025 announcement from 3M (MMM)?
Does the Scotch Brand announcement include any financial guidance or material transactions for 3M (MMM)?
