Kruger Products Highlights Feats of Unbelievable Absorption in Cheeky SpongeTowels Campaign

Kruger Products, Canada's leading manufacturer of quality household tissue products, is letting consumers know in a playful new marketing campaign that nothing absorbs like SpongeTowels UltraPRO with its sponge-like absorbency and premium quality. 

Proudly made in Canada, SpongeTowels UltraPRO delivers extra strength and ultra-absorbency thanks to the uniquely designed Sponge Pockets technology. Messes don’t stand a chance thanks to the thousands of Sponge Pockets in each pack of SpongeTowels UltraPRO… it’s strong enough to absorb whatever life throws your way.  

"We know SpongeTowels UltraPRO is a strong and absorbent premium paper towel for tackling tough messes, but we want Canadians to know it too. That’s why we’re going big – really big – with a fun new marketing campaign that showcases the product’s functional benefits of strength and absorbency while also highlighting its emotional and playful side through exaggerated demos and clever messaging,” said Susan Irving, CMO of Kruger Products.  

From an ad spot showing an errant gust of wind that blows a sheet of SpongeTowels UltraPRO into a community pool, which subsequently absorbs all the water in it, to clever social posts featuring unorthodox uses for SpongeTowels UltraPRO the campaign’s playful new ads set a brand new comedic and confident tone for SpongeTowels. 

From the creative agency Broken Heart Love Affair, the campaign’s bold visuals and lighthearted tone highlight the super absorbent power and strength of SpongeTowels UltraPRO while leaving audiences wondering: what can’t SpongeTowels absorb? 

“With a bit of tongue-in-cheek and entertaining storylines, this campaign will undoubtedly leave a lasting impression on our target audience and deliver the message that nothing absorbs like SpongeTowels® UltraPRO,” said Irving. “And while the campaign’s fictional demonstrations are an exaggeration, it’s no exaggeration that these paper towels deliver exceptional performance.” 

Starting in July, the campaign will include a hero video spot on YouTube, online video, and advanced TV. The ads will be supported by addressable social and display assets for Meta Feed and Story (Facebook and Instagram) and banners for display. 

The campaign will also include partnerships with a diverse group of Canadian influencers and notable personalities to develop engaging content and showcase SpongeTowels UltraPRO in action with authentic use cases. The content will be promoted on primary social platforms, through cross-promoted content across Meta and TikTok, and amplified through paid media.