Kruger breaks Love is Messy campaign
By Derek Winkler
Kruger Products has begun a new campaign called “Love is Messy” in support of its Cashmere, Purex, SpongeTowels and Scotties product lines. The effort is an extention of the brand’s ongoing “Unapologetically Human” campaign. The new campaign consists of a 60-second commercial, to be followed by a series of brand-specific ads running on national television, as well as connected television ads, online video and social media content. The campaign was developed by Broken Heart Love Affair, with media work by Wavemaker Canada and public relations by North Strategic.
“The whole campaign is about vulnerability, and nothing in the human experience is more vulnerable and messier than love,” said Denise Rossetto, chief creative officer at Broken Heart Love Affair. “The first campaign set up what the brand stands for, and we’ve branched out with the second campaign to go deeper into what it means to be human.”