Kruger breaks SpongeTowels campaign
By Rob Bale
Kruger Products has begun a new advertising campaign for its SpongeTowels UltraPro line of paper towels. Developed by Broken Heart Love Affair, the campaign seeks to demonstrate the absorbency of the towels in comedic ways. It uses the tagline, “What can’t SpongeTowels absorb?” The campaign includes video advertising as well as social media, online display advertising and influencer activities. The video creative depicts a paper towel accidentally absorbing all the water in a swimming pool. Media work is being handled by Wavemaker Canada, with public relations and influencer support from North Strategic.
“We know SpongeTowels UltraPro is a strong and absorbent premium paper towel for tackling tough messes, but we want Canadians to know it too,” said Susan Irving, chief marketing officer at Kruger Products. “That’s why we’re going big, really big, with a fun new marketing campaign that showcases the product’s functional benefits of strength and absorbency while also highlighting its emotional and playful side through exaggerated demos and clever messaging.”