A new, lighthearted campaign from Kruger Products is designed to tout the effectiveness of its SpongeTowels UltraPro product.

Created by the brand’s agency partner Broken Heart Love Affair, the “Nothing Absorbs Like It” campaign takes a playful and comic approach to highlight the absorbent power of the UltraPro towels. The creative is centered on a video that shows a SpongeTowels sheet blown into a community pool by a gust of wind, where it then absorbs all of the water. The campaign also includes a variety of social media posts also featuring unconventional uses for Kruger’s product.

The campaign’s core message is to communicate SpongeTowels UltraPro’s superior strength and absorbency, promoting it as the best alternative for cleaning up messes, Kruger Products CMO Susan Irving tells strategy.

“We aim to reinforce SpongeTowels’ brand identity as a premium paper towel. By highlighting these attributes, we distinguish the brand from other products in the market, strengthening our position as a top choice for consumers looking for high-quality paper towels,” Irving says.

The campaign represents an evolution in the brand’s positioning by introducing a more comical and confident tone. Irving says they believe this approach will resonate more deeply with their target audience, bringing renewed energy and enthusiasm to the brand while maintaining their emphasis on quality and reliability. The brand’s target audience includes all Canadians, but is especially focused on active and engaged young families with busy lifestyles.

“Since our brand is a household staple, we want to showcase various usage occasions to address many of our audience’s needs,” Irving says. “By focusing on a broader target audience of Canadians, we can communicate the benefits of SpongeTowels UltraPro in a way that is relevant and appealing to their everyday lives.”

The previous SpongeTowels campaign ran during COVID and the brand aimed to convey a sense of empathy for the situation. Prior to the pandemic and historically, SpongeTowels has always had an uplifting and humorous tone, and this campaign brings them back to their roots, Irving says.

It includes 30- and 15-second videos in English and French, which will run on YouTube and advanced TV. The ads will be supported by assets on Facebook and Instagram and display banners. The campaign will also include partnerships with a diverse group of Canadian influencers to develop engaging content and showcase the towels in action with authentic use cases. The content will be promoted on major social platforms, through cross-promotional content on Meta and TikTok, and amplified through paid media.

Irving adds that one of the brand’s biggest challenges is precisely standing out in a cluttered media market. With so many platforms fighting for consumers’ attention, it can be difficult to make their content stand out, she says.

“We address this challenge by employing a strategic media mix and delivering high-quality, creative content that captures attention and resonates with our target audience,” she notes. “This approach not only helps us overcome the challenge, but also presents an opportunity to innovate and set new standards in our category.”

Wavemaker Canada handled media buying, and North Strategic managed PR and influencers.