Cascades launches Fluff & Tuff and strengthens focus on innovation in the Canadian market

In this episode of Talk Tissue with Brian Uzcategui, Valerie Bussieres, VP of Marketing at Cascades, shared the behind-the-scenes of product development in the tissue industry and explained how the new launch, Fluff & Tuff, came about.

She detailed the product creation process and also commented on the choice of the name, which reflects the combination of softness (Fluff) and strength (Tuff), reinforced by the brand’s visual identity featuring little bunnies.

On the marketing strategy, Valerie highlighted the innovation of using influencers for a product traditionally considered “ordinary,” emphasizing that every consumer is connected to toilet paper and that influencers help reach new audiences and increase visibility.

Finally, Valerie revealed that Cascades continues to work on projects aimed at anticipating consumer needs and strengthening the brand in the Canadian market, maintaining its focus on innovation and consumer experience.

Don’t miss the full episode of Talk Tissue — tune in to learn more!