Kruger prepares to promote SpongeTowels
By Adnews Staff
Montreal-based Kruger is preparing to change the name of its ScotTowels paper towel brand to SpongeTowels. The change is part of the licensing deal the company made with Kimberly-Clark Worldwide when Kruger purchased the Canadian operations of Scott Paper in 1997. According to Kruger, the SpongeTowels name will completely replace the ScotTowels name by 2007. To promote the new brand, Kruger will begin a national campaign of print and broadcast advertising this month. The creative will feature the brand's new packaging and logo in addition to the new name. The campaign is being produced by John St. of Toronto and Palm Arnold of Montreal. The company plans to reach 95% of Canadian women with this marketing initiative. Additional elements of the campaign will include television show sponsorships, in-store programs and online promotions. A new website has been created for the brand by Propeller Digital of Toronto at <http://www.bigmess.ca>. Public relations, including national media relations and consumer activities in Toronto and Montreal, will be handled by Strategic Objectives of Toronto.