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Kruger Products continues campaign

Tissue paper company Kruger Products of Toronto has begun a new phase of its “Unapologetically Human” campaign aimed at Canadian South Asian and Chinese consumers. Called “Never Give Up, Keep Going,” the initiative features “real Canadians dealing with real messes,” accompanied by original music in Hindi/Urdu, Mandarin and Cantonese. The new creative was developed by marketing agency Ethnicity Matters in collaboration with film director Bobby Singh Brown and musicians Qurram Hussain, Moulann and Will Wong. The ads will run in Toronto and Vancouver on television and online through January. The original campaign, launch in the fall of 2020, was developed by Broken Heart Love Affair.

“We strongly believe in the power of multicultural marketing and the importance of reimagining our communications to establish relevancy, cultural meaning and authentic storytelling,” said Susan Irving, chief marketing officer at Kruger. “We wanted Unapologetically Human’s multicultural adaptation to be equally, if not more, compelling for its target audiences. That’s why we chose not to cut a single corner and reimagined three new spots with original music and singers in three languages, and a complete re-edit of our footage under the direction of our talented production team at Ethnicity Matters.”

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