This Brand of the Year story was originally published in the Fall issue of Strategy Magazine. Check out the winners as they appear online over the course of the week here.

In 2024, many brands faced the same hurdles: changing consumer behaviour, an unpredictable marketplace and a painfully fragmented media landscape. But Kruger Products stood out by not only relying on a balanced mix of functional messaging and emotional marketing, but also through bold sustainability moves.

“Functional messaging will always play a key role in our marketing mix, particularly at the moment of truth,” says Susan Irving, CMO of Kruger Products. “There’s a great opportunity to ensure that [consumers are] not just thinking about the categories but ensuring they’re choosing you every single time. What we’ve learned is that creating value with our brand… be it through emotional advertising, and even some of our functional advertising, we are making a difference [and] ensuring that we’re top of mind.”

Over the last few years, Kruger has been deepening its bond with consumers through masterbrand campaigns, while also staying true to its core mission of “making everyday life more comfortable,” according to Irving. The brand’s shift from tactical to emotional messaging was first seen in its “Unapologetically Human” platform, launched in 2020 with the help of Broken Heart Love Affair, who showed how Kruger’s products help manage everyday chaos.

In 2024, Kruger continued this approach by following up with the “Love Is Messy” campaign, reinforcing the idea that life’s messiest moments are often the most meaningful. Both campaigns have not only strengthened brand loyalty but also driven business success, according to Irving, who added that Kruger reported a $36.5 million increase in retail sales and a 2-point boost in market share.

One of Kruger’s most talked-about campaigns this year was the “Cashmere Ultraluxe Bathroom Guide,” which ranked top public bathrooms, much like popular city guides rank restaurants. “The biggest pivot this year was we had a different plan for Cashmere, in terms of advertising. [Our agency partner] Lifelong Crush came up with the bathroom guide idea and I fell in love with it and said, ‘We’re doing it,’” says Irving. “The most visited room in the house is the bathroom. Consumers care about cleanliness and the experience, [and wanting to] ensure that it’s a beautiful space just like the restaurant.”

That lighthearted and comedic tone was also key to “Nothing Absorbs Like It” for SpongeTowels UltraPro, which featured a video of a paper towel sheet landing in a community pool and draining all of the water; as well as “Scotties Hypnosis” from FCB, which played with consumers who mistakenly referred to Scotties former competitor Kleenex, which had just announced it would no longer be sold in Canada. In that spot, a young man, who was hypnotized, reflexively says the name “Scotties” every time he hears someone sneeze.

All of these campaigns were driven by one of the company’s guiding principles: consumer insights. “What we learned from ‘Unapologetically Human’ is that you can build strong brand loyalty when you uncover consumer insights deeply rooted in the role your brand plays in their everyday lives,” says Irving. “The biggest impact on our work has been the continued investment in consumer insights to drive our brand strategies. Strong insights into how our brands and categories appear in consumers’ lives will help us stay relevant.”

This consumer focus also led to one of Kruger’s most important innovations: the launch of Bonterra, an eco-friendly line of bath tissue, facial tissue and paper towels. “Our consumers care deeply about sustainability and we want to be the brand that provides them with products that not only meet their high standards for quality, but also help them make a positive impact on the planet,” explains Irving.

Introduced in 2022 under Kruger’s Reimagine 2030 sustainability initiative, Bonterra products are made from 100% recycled paper, use plastic-free packaging and are produced in a carbon-neutral process. When the brand launched, Kruger unveiled an art installation that doubled as a wildlife habitat near the concert stage at Toronto’s Harbourfront Centre. And this year it chose to promote Bonterra with an animated campaign designed to educate Canadians about the brand’s efforts to improve its environmental impact.

“The biggest thing for us was the fact that sustainability was moving into the mainstream. Consumers are overwhelmed by sustainability, and they needed to be guided by small steps,” Irving says. “What’s one small thing I can change in my daily habits to help with sustainability? I’d say that was the biggest insight that we had about how we were going to launch the sustainability brand.”

Since its launch, Bonterra has partnered with eco cleanup company 4ocean to remove nearly 10 million water bottles from the ocean and supported One Tree Planted by helping plant 110,000 trees across North America. Kruger’s Reimagine 2030 plan also targets reducing its greenhouse gas emissions and water usage by 35%, using only certified sustainable fibres and cutting virgin plastic in packaging by 50%.

Beyond emotional advertising and eco initiatives, Kruger is also deeply involved in community. The Kruger Big Assist, now in its fifth year, has provided $800,000 in funding to help more kids get involved in hockey. The Scotties brand has also sponsored the Tournament of Hearts, a curling championship, for the last 44 years, making Kruger the longest-standing supporter of women’s sports in Canada.

Another major initiative is the Cashmere Collection, now in its 21st year. The fashion show brings together Canadian designers to create couture pieces entirely out of bathroom tissue, with proceeds supporting breast cancer research. This year, Kruger is donating $1 to the Canadian Cancer Society for every special pack of Cashmere and Purex sold.

“These initiatives reflect our commitment to making a difference in Canadians’ lives,” Irving says. “We’re proud to support our communities and contribute to causes that matter to our consumers.”

Looking ahead, Irving is optimistic. “I’m excited that we’re going to continue the momentum in the marketplace and making waves and continuing to ensure that we’re connecting with Canadian consumers in a meaningful way,” she says. “Our strategic plan will always guide us, but our people will continue to be our top priority, as they are our greatest competitive advantage. Developing our people, investing in their careers and ensuring they enjoy the journey – along with our great agency partners – will always be our strongest competitive edge.”