Overview

What began as an endeavour to promote a “Made In Canada” RTB has become a multi-year brand platform that has turned the paper product category on its head in “Unapologetically Human”.

Challenge:    

Kruger is an unknown corporate brand which owns Cashmere, Purex, SpongeTowels, and Scotties. With COVID a reality, Kruger was well positioned to maintain supply given that all products are manufactured in Canada. The company wanted to showcase its suite of products to shift consumer preferences and secure new self space with accounts. 

Ask: 

Create a campaign that communicates all four products as belonging to the same family and anticipates the emotional needs of consumers coming out of COVID. 

Insight: 

Faced with our collective vulnerability we have also come to terms our own softness as humans, which can be scary, but also beautiful. It’s these vulnerabilities that Kruger products services every day. 

Brand Platform: 

Unapologetically Human. We are all connected by our blood, tears, messes and yes, our need to go the bathroom and Kruger products are there for you. 

Transformation: 

For the first time in category history, the brand chose to celebrate the messiness that the products are actually designed for, without pulling any punches and doing so with big, bold, raw music.​

Results

The campaign is in market and sales results have yet to come in. The outpouring of positive feedback from the company’s key partners, customers and team is unmatched in Kruger’s history and the response has been global. The client has pulled all other media and replaced with this creative and is launching in additional countries soon.