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Kruger, CTV ready Cashmere Collection event

Tissue paper company Kruger Products is preparing a promotion in collaboration with CTV for its Cashmere brand. The effort will take the form of an online watch party conducted via Facebook of a fashion show called the “2020 Cashmere Collection” on Oct. 5. The event will be hosted by television personalities Tyrone Edwards and Melissa Grelo and will highlight the work of a number of Canadian fashion designers. The effort also includes promotion on CTV programs The Social and ETalk, as well as social media content and online advertising. This work is being handled in collaboration with media agency Wavemaker. In addition, during October, which is Breast Cancer Awareness Month, 25 cents from each sale of a Cashmere product will be donated to the Canadian Cancer Society.

“We’re thrilled to be partnering with Kruger Products to support their international award-winning breast cancer awareness fundraiser,” said Justin Stockman, vice-president of brand partnerships and client strategy at CTV. “This campaign gives viewers a unique and exclusive way to experience this year’s spectacular runway show, while highlighting new ways brands can work with CTV to create new and innovative custom-branded content opportunities.”

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