Kruger Products
Company Info
Brands
Ranking 2025
2024 Rank
--Parent Company:
Kruger Product
Agency Partners 2025
The Work
U.S. tariffs: Kraft Heinz, Kruger and Healthy Planet lean into Canadian bona fides
Bonterra aims to educate Canadians about sustainability this summer
Scotties looks to court consumers by having fun with name mix-ups
Kruger Products takes a more comedic tone to highlight SpongeTowels UltraPro’s absorbency
In the News
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Kruger names hockey stars and adds a freebie to its Big Assist program
Kruger is launching the fifth year of its “Kruger Big Assist” campaign, partnering with top Canadian hockey players as brand ...
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BOY 24: Kruger bares its heart, boosts market share
This Brand of the Year story was originally published in the Fall issue of Strategy Magazine. Check out the winners ...
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What keeps Susan Irving up at night?
From C-Suite: how the Kruger Products CMO is thinking about marketing in a world filled with threats from AI, to a recession, to politics.
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Kruger Products celebrates 20 years of Cashmere fashion
How the award-winning marketing campaign Cashmere Collection came about and lasted through two decades of designs, designers and bathroom tissue.
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Why Cashmere ran clinics at the National Bank Open
The CPG's activation also reinforced its connection to Kruger's portfolio of brands, including Scotties, SpongeTowels and Purex.
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Kruger puts a divine spin on its annual fundraiser
The Cashmere Collection is being shown off in-person again with a focus on post-pandemic resilience and compassion.
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The Great Resignation: How are marketers managing?
From the C-Suite newsletter: Brand leaders from Kruger, BMO, Harry Rosen and GE explain how to retain and motivate talent.
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2020 MOY: No mess too big for Susan Irving
To survive the pandemic, Kruger's CMO turned CPG tropes on their head.
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Roundtable Pt. 2: Leading amid uncertainty
Our panel of industry experts talks about communication and testing, testing, testing!
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Rehearsing for a future you can’t predict
Brand and agency leaders discuss scenario planning amid continued uncertainty in part one of our final roundtable for 2020.
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Susan Irving to become Kruger’s CMO as Nancy Marcus retires
The former PepsiCo exec will take over marketing duties when Marcus wraps up 19 years with the paper company.
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Dino Bianco to take over as Kruger CEO
The former marketer and Kraft Canada president replaces outgoing industry vet Mario Gosselin.
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Unlocking your inner brand hacker
Editor Jennifer Horn on the benefits of pulling apart, analyzing, modifying and putting your brand back together again.
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2018 Marketers of the Year
Defying fear, marketing norms and perceptions, here's how these brand leaders won share and media buzz.
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2018 MOY: Keeping the momentum
Kruger's brands already lead the market, but Nancy Marcus has stayed busy future proofing and building love for new segments.
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2017 Strategy Awards: Cashmere confronts shy bladders
Devices that live-streamed music were installed in public washrooms to break the silence.
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Sustainability is about specifics for Kruger
Steven Sage says being vague helps no one, even when you fall short on meeting your goals.
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Cashmere gets into music streaming
Classical music on the go helps the brand lend a hand to the shy bathroom visitors among us.
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Scotties adds coffee to the package
The Kruger brand partnered with Tim Hortons and receipt-reading tech Snipp in a back-to-school promo.
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Scotties’ Chinese New Year plans
The tissue brand continues its multicultural marketing focus by expanding its campaign around the holiday.
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Scotties goes beyond nose-blowing
A new campaign in the Quebec market highlights the many uses for a simple tissue.
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Kruger’s multicultural focus
A push to reach Chinese Canadians could herald a larger shift to targeting ethnic consumers from the company.
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Cause + Action Awards: Cashmere celebrates 10 years of cause couture
The tissue brand secured a spot among the winners with its efforts for the Canadian Breast Cancer Foundation.
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CASSIES Silver: SpongeTowels soaks up sales growth
Thanks to a campaign starring the "Sponge Pockets" characters, the brand has seen major growth in the last six and a half years.
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CASSIES Bronze: Scotties thinks outside the box
The tissue brand designs its way to the top.
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Cashmere adds pink to its compassionate fashion statement
The Kruger Products brand uses coloured bathroom tissue to ramp up awareness of its support for the Canadian Breast Cancer Foundation.
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LIFT brings CASSIES cases to life
The day after the awards, some of the big winners revealed their strategies for creating truly effective work.
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CASSIES Silver: SpongeTowels woos Quebecers
A comedic mascot named Spongie helps build the Kruger Products brand after its name change, in this campaign by Saint-Jacques Vallée Y&R.
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CASSIES Gold: SpongeTowels absorbs success
John St. turns a product feature into a major long-term benefit for the renamed Kruger Products brand.
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CASSIES Silver: Kruger Products dresses up Cashmere
With help from John St., Cottonelle becomes Cashmere, and a dominant number one.
