Cashmere,_Purex,_SpongeTowels_2021

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Source: Cannes Creative Lions, Entrant, Creative Strategy Lion, 2021 Downloaded from WARC 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. As the global pandemic caused an apparent demand surge and supply chain interruption, Kruger Products needed to assure Canadians that it is prepared to meet the challenge. Research showed that one of our greatest fears exist in protecting our human dignity by keeping ourselves clean. A number of small films were created by Kruger Products and broadcast online and on television to cater for a wider audience. Kruger Products experienced a 2.3 dollar share point increase across four brands and saw sales increase by 30%. 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 these products were all made in Canada. We had to do all of this at the beginning of the pandemic (March in Canada) and, in doing so, we had to attempt to anticipate consumers

sentiment and sensibilities in August, when the spot would launch to the world. Background Situation: For the first time in its history, Kruger Products wanted to create a Masterbrand campaign that brought purpose to its suite of Canadian brands: Cashmere, Purex, SpongeTowels and Scotties. Facing a world that was caught in COVID chaos and an apparent demand surge and supply chain interruption, Kruger wanted to assure Canadians that they were there and prepared to meet the challenge. During the first few weeks of COVID, consumers reacted with understandable uncertainty. Mass rushes to the grocery store caused supply chain issues, which spurred panic buying. Nowhere was this phenomenon more evident than across paper products as hoarding first seen in Australia spread to the shelves in Canada. Fortunately for Canadians, all Kruger products are sourced and manufactured in Canada. Brief: Bring a purpose-based message of reassurance to the Canadian market. Objective: Grow market share by 1 pt across all 4 brands and increase household penetration. Interpretation During the COVID outbreak, Canada, like many countries, faced global and local supply chain disruptions that led to empty shelves and concerned shoppers, especially with toilet paper. Kruger's CEO, Dino Bianco, was one of the first leaders to publicly communicate to calm consumer nerves with a message of ample supply availability because Kruger is sourced and manufactured in Canada. The project was briefed as a Masterbrand spot that would communicate the corporate brand Kruger Products and 4 commercial brands – SpongeTowels paper towels, Cashmere and Purex bathroom tissue, and Scotties facial tissue, and connect them to the fact that they were all Canadian. The objective was to leverage the strength of being from Canada to drive market share growth. We sought to source this increase in market share by capturing a new and untapped market in connecting broadly to consumers, not just 35-54 women, which they have targeted for decades. Insight / Breakthrough Thinking Toilet paper shortages defined the start of the pandemic. What caused the rush to toilet paper was an unparalleled sense of collective vulnerability. Our greatest fears existed in protecting our human dignity by keeping ourselves clean. We could alleviate these fears by celebrating the beauty of the functions and fluids that ultimately define our humanity in a way that paper products never have in the past, because all of our products are ultimately in service of them. We leveraged research to define a growing consumer cynicism towards brands who manipulated media, but reward the raw, honest and the vulnerable brands who reflect the reality of the world at large. There is strength to be found in softness became a triangulating connecting point between being Canadian, the

attributes of all 4 products, and the reassurance that strength could be found in our human vulnerabilities that we were all facing during COVID. Creative Idea We defined a creative platform: Unapologetically Human. We all bleed, we all have had snot drip down on us, we all have barfed, or been barfed on, we are all messy and, yes, we all have to use the toilet. It's these realities that unite us all. That's what make us beautiful. It's these moments that we are in service of. Now is the time to unapologetically celebrate our humanity. We transformed a category built on shame and avoidance to raw, honest and celebratory of humanity, simply by speaking to the actual uses of the products. We created a :90 second film for online, a :60 and :30 for television, and individual brand :15's for online media and television, for English and French Canada, all to the thumping sounds of Rag'n'Bone Man's 'Human'. The spot was diverse in age, ethnicity, gender identification, and sexual identity to deliver on humanity. Outcome / Results 52W ending Dec 26/20 and starting August 17, 2020 and all data from NielsenIQ. Previous year results were flat. Across all channels nationally Kruger Products experienced a +2.3 dollar share point increase over 4 brands, which is three times higher than the leading competitor, while Kruger Products' sales increased 30% VYA, outperforming total paper category for the L52W PE Dec 26, 2020 vs. YA within National All Channels. The campaign was mentioned as a key contributor to Q4 sales performance on Kruger Products' quarterly earnings call. Cashmere $ share grew +2.7 points with sales +36%. Purex share increased +1.0 point with sales growth of 34% exceeding the BT category which grew 22% in 2020. SpongeTowels grew 36% surpassing category growth (29%) as market share increased 1.2 points VYA. Several positive emails from key accounts, current/former employees, sponsorship partners, and consumers, about how they loved the honest nature of the spot.

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