Kruger Products is adapting its recent “Love is Messy” campaign to connect with South Asian and Chinese Communities.
The new multilingual vignettes feature original Hinglish (a blend of Hindi and English), Cantonese and Mandarin songs with lyrics written to highlight the messiness and joy of love.
The manufacturer of Cashmere, Purex, Scotties and SpongeTowels originally launched “Love is Messy” earlier this summer, the latest iteration of its “Unapologetically Human” platform, which first aired in 2020. It positioned Kruger products as a “steadfast companion throughout the spectrum of human emotions,” according to CMO Susan Irving.
Kruger’s multicultural adaptation of “Love is Messy” campaign is the second time the CPG has adapted its Unapologetically Human platform into Hinglish, Mandarin and Cantonese with original songs, Irving explains.
“We believe the work we do should reflect and celebrate our country’s diversity, and these adaptations are the latest way we’re bringing this commitment to life,” Irving says. “Canada’s population growth is fueled by immigrants, and we understand the importance of multicultural marketing being at the forefront of campaigns as these consumers are the driving force of growth.”
“Multicultural marketing can no longer be an afterthought. Brands must consider the opportunities and planning implications from a three-dimensional mainstream plus multicultural plus newcomer lens,” adds Bobby Sahni, partner and co-founder at Ethnicity Matters, which has partnered with Kruger Products on multicultural marketing for several years.
Adaptations are running on TV, online video and social through December 2023. “We want to ensure these spots are resonating with South Asian and Chinese communities across the country, which is why we’re focusing placements for the adaptations on specific channels such as OMNI, Zee TV and Fairchild TV,” Irving says.
The spots are supported by Kruger’s agency partners Broken Heart Love Affair, Ethnicity Matters and North Strategic. The Cantonese/Mandarin music was written and performed by Will Wong. The Hinglish music was written and performed by Irfan Saleem. All three songs were produced by Qurram Hussain and Bobby Singh Brown.
