Kruger Products breaks Unapologetically Human campaign
Kruger Products has begun a new advertising campaign called “Unapologetically Human” promoting its bathroom tissue and paper towel brands, including Cashmere, Purex, SpongeTowels and Scotties’. This is the first campaign developed by a new agency called Broken Heart Love Affair which launched in Toronto in March. It consists of a 90-second online video, a 60-second television commercial and a series of brand-specific 15-second ads, accompanied by social media advertising.
“This is a departure for our brands from the typical category approach,” said Kruger Products chief marketing officer Susan Irving. “We wanted to remind Canadians that, despite our differences, we are all human. We cry, we bleed, we use the bathroom. Our brands are there for all of that and we aren’t shying away from it. In fact, this commercial really is an expression of gratitude for all of those gloriously real human moments which Cashmere, Purex, SpongeTowels and Scotties’ are part of every day.”