Kruger Products breaks Scotties campaign
Paper products company Kruger Products has begun a new campaign for its Scotties tissue brand. Called “Unleash the Scotties,” the campaign was developed by Broken Heart Love Affair of Toronto. According to the agency, it is intended to “capture the essence of emotion that comes with needing a tissue,” represented by large numbers of Scottish Terriers. The first phase of the campaign includes two six-second and 15-second television commercials, and online videos, as well as social media content. Media work for the campaign is being handled by Wavemaker. French-language adaptation was conducted by Lg2.
“When creating this campaign, we were inspired by the broader context of how the COVID era has driven unprecedented demand for dogs,” said Broken Heart Love Affair chief creative officer, Carlos Moreno. “The love and emotional connection to dogs has never been more elevated. We wanted to bring that to life through an unconventional look at the famous Scotties mascot.”