Kruger continues Love is Messy campaign
By Rob Bale
Kruger Products of Toronto has released an extension to its ongoing “Love is Messy” advertising campaign for its Cashmere, Purex, SpongeTowels and Scotties product lines. The new material consists of adaptations of the creative into Hinglish, Cantonese and Mandarin, including original songs in those languages. The television, online video and social media ads will run nationally until December. The original English-language campaign began in June. It was developed by Broken Heart Love Affair, with media work by Wavemaker Canada and public relations by North Strategic. The new adaptations were created by Ethnicity Matters.
“At Kruger Products, we believe the work we do should reflect and celebrate our country’s unique cultural makeup,” said Susan Irving, chief marketing officer at Kruger Products. “With our ‘Love is Messy’ campaign, we set out to celebrate the universal truth that is love, from the excitement of first love to the toughness of heartbreak and the softness and strength of enduring relationships. These new adaptations allow that message to resonate in a special way with South Asian and Chinese Canadians.”