Articles Tagged ‘Susan Irving’

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Bonterra is letting a green message stand on its own

Kruger’s newest brand creates an art installation that doubles as a habitat for local pollinators.

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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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Will Kruger’s eco-conscious paper product help climate change woes?

CMO Susan Irving shares how Bonterra’s new marketing campaign puts the onus on consumers as much as the brand.

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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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Kruger chips in with a second Big Assist

Diversity has been made a focal point for the CSR effort helping overcome barriers to playing minor hockey.

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SpongeTowels gets a new look with UltraPro launch

Following an earlier launch of a new brand platform, Kruger is supporting its premium paper towel with a full-scale promo.

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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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Kruger picks Broken Heart Love Affair as new agency

As it continues to invest in its brands, the paper company wants to do more creative work that drives business results.

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Scotties brings the joy of curling to new communities

For the 40th Tournament of Hearts, Kruger made a TV spot about trying the sport so it could speak to a broader audience.

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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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Kruger brings its messy, human message to its multicultural strategy

The CPG adapts “Unapologetically Human” into three languages with new edits and original music.

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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.