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Kruger Products continues Purex campaign

Toronto-based Kruger Products has released a new television commercial for its Purex brand of bathroom tissue. The ad is the second execution in a larger campaign aimed at Chinese-Canadian consumers and developed by Ethnicity Multicultural Marketing & Advertising of Toronto. The 30-second commercial, called "Broken Leg," depicts a young girl bringing her father a package of Purex tissue to prop up his broken leg. The ad will run in western Canada on Chinese-language television networks and IPTV channels. The campaign also includes sponsorship of various Chinese community events in Vancouver.

"We have worked to maintain the core strategy and stay true to the existing brand positioning of pure comfort," said Bobby Sahni, a partner at Ethnicity. "From our first successful spot titled 'Piano,' we have provided unique executions that take into consideration the preferences and values of the Chinese consumer. The nuances and cultural insights come across in the creative. Our goal was to a spot that addressed universal truths and could run in any market."

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