Campaign details
Brand: Kruger Products Brand owner: Kruger Products Entrant company: KRUGER PRODUCTS, CanadaIdea creation: Wavemaker Toronto Market: Canada Sector: Toilet paper, kitchen towel Media channels: Social media, Online video, Search marketingBudget: 3 - 5 million
Executive summary
Challenge: Create a purpose-based Masterbrand platform for Kruger Products to connect with consumers during mass disruption of paper product supply in the category at the beginning of COVID.
Insight: COVID was a catalyst for introspection and re-evaluation of life, especially our romantic...