Articles Tagged ‘Kruger Products’

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SpongeTowels’ repositioning is all about getting over life’s messes

The new “Absorb Life” platform focuses on enjoying what life has to offer, as Kruger continues to increase investment in more purposeful marketing.

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Scotties is trying to unleash more puppy love

Kruger’s tissue brand goes beyond function to foster more of an emotional link with its new mascot.

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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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Kruger shows its value in all of life’s moments

The paper company moves from “we’re in this together” to “we’ve always been here for you” as consumer sentiment shifts.

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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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Kruger introduces new Scotties brand mascot

A launch campaign featuring Scottie the dog aims to reinforce the top-selling tissue brand’s soft and strong positioning.

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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.