Love is messy, says new ad campaign for Kruger Products

Kruger Products, Canada’s leading paper manufacturer for Cashmere®, Purex®, Scotties®’ and SpongeTowels®, launched a new multi-brand campaign in Canada expanding its “Unapologetically Human” platform, which first aired in 2020 as a celebration of humanity.

Breaking category conventions yet again, the “Love is Messy” campaign highlights expressions of love, from young romance to relationship ups and downs – and includes Cashmere, Purex, SpongeTowels and Scotties brands to help with these situations.

Launched on June 12th, with a 60-second hero spot, the campaign is followed by a series of brand-specific ads running across national TV, connected TV, online video, and social.

“When we first launched Unapologetically Human at the height of the pandemic, we wanted to spotlight the messy, important moments that make us all human. Our goal was to show the ways in which consumers use our products, whether it’s wiping away tears or cleaning up messes, demonstrating how these experiences unite us all as humans,” said Susan Irving, CMO at Kruger Products, in a statement.

“This sentiment carries forward into this campaign, as we recognize that while life can be messy, love can be messier. We wanted to be real about love in all its forms, from the toughness of heartbreak and thrill of first love to the softness and strength of enduring relationships. Our paper products serve as steadfast companions throughout the spectrum of human emotions, supporting individuals in moments of passion, sadness, and joy,” the executive adds.

The campaign’s hero spot highlights love in many forms – from the first flame to its blossoming, through various stages. The spot takes viewers on a journey through life’s moments, from first glances, to marriage, from parenthood to growing old together.

During the commercial the viewer will be able to observe subtle references to Kruger Products brands, including Cashmere, Purex, Scotties’ and SpongeTowels, such as a note written on a paper towel, tissues being used to dry tears, a lipstick kiss accompanied by a phone number on a napkin. It is also possible to identify some frames that show the packaging of products on a supermarket shelf or in a house.

When it comes to life’s messy moments, Kruger Products is there for consumers with brands that make everyday life more comfortable.

Watch the hero spot below: