Cashmere, Purex, SpongeTowels and Scotties: Unapolagetically human

At the beginning of the pandemic, Kruger Products, a tissue brand, launched 'Unapologetically Human' in Canada, with the objective to drive market share by capturing a new and untapped market in connecting broadly to consumers.

Campaign details

Brand: Cashmere, Purex, SpongeTowels and Scotties Agency: Broken Heart Love Affair Country: Canada

Why is this work relevant for Creative Strategy?

This brief was multi-faceted in its ask: First we had to communicate 4 consumer brands and connect them to a corporate brand in Kruger Products, which had never meaningfully been communicated in the past. We were tasked with also communicating that t