Cashmere, Purex, SpongeTowels and Scotties: Unapolagetically human

At the beginning of the pandemic, Kruger Products, a tissue brand, launched 'Unapologetically Human' in Canada, with the objective to drive market share by capturing a new and untapped market in connecting broadly to consumers.

Campaign details

Brand: Cashmere, Purex, SpongeTowels and ScottiesAgency: Broken Heart Love AffairCountry: Canada

Why is this work relevant for Creative Strategy?

This brief was multi-faceted in its ask: First we had to communicate 4 consumer brands and connect them to a corporate brand in Kruger Products, which had never meaningfully been communicated in the past. We were tasked with also communicating that these products were all made in Canada. We had to do all of this at the beginning of the pandemic (March in Canada) and, in doing so, we had to attempt to anticipate...

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