# Cheeky Gift-Wrapping Campaigns Scotch Brand and Ego Nwodim Embrace the Resting Gift Face By Kalin Ned | Published 2025-12-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/resting-gift-face References: [news.3m](https://news.3m.com/2025-12-02-Scotch-Brand-partners-with-Ego-Nwodim-to-inspire-joyful-holiday-gifting#assets_all) [Scotch Brand](https://www.trendhunter.com/trends/holiday-gifting-suite), in collaboration with the entertainer Ego Nwodim, has launched a seasonal marketing effort centered on the concept of enhancing holiday gift exchanges through improved presentation and the phenomenon of the Resting Gift Face. The Resting Gift Face is described as the disappointed expression recipients may unintentionally display upon receiving a carelessly wrapped present. Citing commissioned research indicating that "57% say they've perfected the art of masking their true reactions," Scotch Brand positions its specialized [gift-wrap tape](https://www.trendhunter.com/trends/group-chat-wrap) as a solution to transform potentially awkward moments into occasions of authentic delight. The partnership utilizes Nwodim’s comedic persona to humorously depict [relatable gifting scenarios](https://www.trendhunter.com/trends/the-honest-dad-unboxing) while demonstrating the product’s intended ease of use and ability to create a polished finish. Image Credit: Scotch Brand ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 28% | Activity: 26% | Freshness: 56% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Comedic Marketing Collaborations:** Brands are increasingly collaborating with comedians to create engaging and relatable marketing content that resonates with consumers on an emotional level. - **Emotional Resonance in Advertising:** Leveraging emotions such as humor and authenticity in advertising connects audiences with products in memorable ways that enhance brand appeal. - **Problem-solving Product Design:** Developing products that address specific consumer pain points offers unique selling propositions that differentiate brands in competitive markets. ### Sectors Adopting This - **Gift-wrapping Products:** Innovation in gift-wrapping products focuses on enhancing the visual appeal of gifts while addressing common presentation issues encountered by consumers. - **Consumer Psychology in Retail:** Understanding consumer reactions and emotions during gift-exchange interactions can drive product development and marketing strategies that improve customer experiences. - **Seasonal Marketing Campaigns:** Brands that invest in timely and culturally relevant seasonal campaigns can capitalize on heightened consumer interest during holiday periods to boost engagement and sales. ## Related on Trend Hunter - [Origami-Inspired Holiday Collections](https://www.trendhunter.com/trends/tale-of-wonders.md) - [Indulgent Festive Snack Lines](https://www.trendhunter.com/trends/gnaw-chocolates.md) - [Creative Gift Wrap](https://www.trendhunter.com/trends/clash-royale.md) - [Festive Claymation Fashion Campaigns](https://www.trendhunter.com/trends/barbour-x-wallace-gromit.md) - [Festive Fairytale Campaigns](https://www.trendhunter.com/trends/gift-happily-ever-after.md) - [Folklore-Inspired Spirit Branding](https://www.trendhunter.com/trends/bathtub-gin-x-tart-london-limited-edition.md) - [No-Nonsense Grooming Campaigns](https://www.trendhunter.com/trends/rock-face-makes-scents-campaign.md) - [Face-Contouring Wraps](https://www.trendhunter.com/trends/seamless-sculpt-face-wrap.md)