Kruger Products Celebrate Canada's Diversity with Adaptations of ‘Love is Messy’ Ad

Kruger Products, Canada's leading paper manufacturer of Cashmere, Purex, Scotties’, and SpongeTowels, has launched new South Asian and Chinese adaptations of its latest multi-brand campaign in Canada, 'Love is Messy,' which explores how life can be messy, offering viewers an opportunity to embrace the ups and downs that come with love. The new multilingual adaptations feature original Hinglish (a blend of Hindi and English), Cantonese and Mandarin songs with captivating lyrics crafted to connect with Canada’s South Asian and Chinese communities.

Originally launched in English in June, the 'Love is Messy' ad spots are the latest instalment of the award-winning 'Unapologetically Human' platform, which first aired in 2020 as a celebration of humanity.

"At Kruger Products, we believe the work we do should reflect and celebrate our country’s unique cultural makeup,” says Susan Irving, CMO at Kruger Products. “With our ‘Love is Messy’ campaign, we set out to celebrate the universal truth that is love, from the excitement of first love to the toughness of heartbreak and the softness and strength of enduring relationships. These new adaptations allow that message to resonate in a special way with South Asian and Chinese Canadians.”

The campaign’s multicultural spots are accompanied by new original songs with lyrics written to highlight the messiness and joy of love. With unique lyrics for the Cantonese, Mandarin and Hinglish spots, each version speaks to its specific audience and was designed with them top of mind. The Cantonese/Mandarin music was written and performed by Will Wong. The Hinglish music was written and performed by Irfan Saleem. All three songs were produced by Qurram Hussain and Bobby Singh Brown.

“The face of Canada continues to change and multicultural consumers including new immigrants are the driving force of growth,” says Bobby Sahni, partner and co-founder at Ethnicity Matters, which has partnered with Kruger Products on multicultural marketing for several years. “Multicultural marketing can no longer be an afterthought. Brands must consider the opportunities and planning implications from a three-dimensional mainstream + multicultural + newcomer lens. It’s the intersection of these three dimensions that lead to the best culturally relevant work in Canada.”

The 'Love is Messy' spots shine a light on love in all its guises – from its tentative first beginnings, to its slow blossoming, occasional acrimony, reconciliation, marriage and the messy in between. The spot begins with young people’s first stirrings of infatuation, from passing a note in class, to tentatively touching hands on the playground, and sly glances in the hallway. As the spot progresses, the depictions of love grow more intense, from passionate stolen kisses to arguments followed by making up. It takes viewers on a journey through life’s moments, from getting married to becoming new parents to growing old together.  

References to Kruger Products brands including Cashmere, Purex, Scotties’, and SpongeTowels, are subtly interwoven throughout the spot, like a note passed on a piece of paper towel, a lipstick kiss accompanied by a phone number on a napkin, or tissues being used to wipe away tears of joy and distress.

The Kruger Products 'Love is Messy' multicultural campaign launched on Sept. 11th with hero spots followed by brand-specific ads running nationally on relevant multicultural TV, online video, and social through December 2023. The spots are supported by key communications partners, including Broken Heart Love Affair, Ethnicity Matters and North Strategic.