Quilted Northern® unveils Keep It Quilted® campaign with ‘80s-inspired Quilted Queens

Quilted Northern® bath tissue has launched a refreshed Keep It Quilted® campaign featuring the Quilted Queens, who are dedicated to promoting the ultimate comfort of their product. Donning their distinctive white quilted jackets, the Queens convey the unique comfort that only Quilted Northern® offers. Their campaign is highlighted by a catchy theme song, “We Quilt This City”, a creative rendition of Starship’s iconic ‘80s hit, “We Built This City”.

In their campaign appearances, the Quilted Queens transform shopping experiences into ‘80s-inspired rock videos, where they sing informative lyrics about Quilted Northern® and entertain consumers.

“We wanted to build a campaign to help Quilted Northern® break through the noise in the category, and most importantly, be able to communicate why our target consumer should choose Quilted Northern®”, said Priti Lokre, Quilted Northern® senior brand building manager.

Lokre added: “What makes Quilted Northern® different is our quilted comfort – whether it’s the three cushy layers of Quilted Northern Ultra Plush or the softness, strength, and environmental manufacturing benefits that Quilted Northern Ultra Soft & Strong® can provide – it’s all about giving our consumers the comfort they want”.

The campaign, designed in collaboration with Orchard Creative, is rooted in the understanding that Quilted Northern® consumers value quality and are enthusiastic about sharing products they love. The innovative approach of the campaign, including its unforgettable song, aimed to capture consumer attention in a novel way. The Quilted Queens, chosen for their authenticity, credibility, and diversity, are united by their mission to share the quilted comfort of Quilted Northern®.