Kruger Products debuts 'Love is Messy' campaign

Kruger Products has launched a new multi-brand campaign as part of its “Unapologetically Human” platform.

The “Love is Messy” campaign highlights expressions of love, from young budding romance to the ups and downs of relationships – with Cashmere, Purex, SpongeTowels and Scotties there each day.

Launching today (June 12) 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.” 

Watch the hero spot below: