Few people have an emotional connection with paper products, but you can’t underestimate the role they play in the messy parts of life. To solidify a meaningful role for Krugers’ brands beyond function, we tapped into the emotions behind real usage moments. It’s those raw, vulnerable moments we tend to hide that unite us all as humans. So, we created a 2-minute film for online along with cutdowns for online and television, to shine a light on love in all its guises—from its tentative first beginnings, to its slow blossoming, occasional acrimony, reconciliation, marriage, and the messy in between.

The pandemic was a catalyst for introspection and re-evaluation of life, especially our romantic relationships. Many relationships were pushed to their breaking point and many new loves were formed. While love can be incredibly beautiful, it can often be messy. Kruger Products celebrates all of life’s moments and messes that connect us; Those moments are the reason that their products exist.

In the commoditized paper products category, brand love is critical to insulating brands from deal shopping. Post-pandemic inflationary and recessionary fears fueled new behaviours in consumers that saw them race toward white-label and heavily discounted products, particularly in commoditized products. Consumers were doing more with less, but we have a premium product with premium pricing. The spillover of US media is significant in Canada, which means that we also must compete with US paper products with 10x the budget.

At the same time, the world is tense, and consumers needed a sense of magic and to be reminded of the good things in life, like love. There isn’t much love in the world today and we saw an opportunity to champion it.

Love Is Messy shines a light on love in all its guises—from its tentative first beginnings, to its slow blossoming, occasional acrimony, reconciliation, marriage, and the messy in between. It begins with young people’s first stirrings of infatuation and, as the spot progresses, the depictions of love grow more intense - from passionate stolen kisses to arguments followed by making up. It takes viewers on a journey through life’s beautiful, messy moments, from getting married to becoming new parents to growing old together. Underscoring the journey is Paloma Faith’s rendition of INXS’ “Never Tear Us Apart”. The song is a classic, emotionally charged anthem, chosen to evoke nostalgia for viewer’s early, intense experiences with love.

After launching its “Unapologetically Human” Masterbrand campaign in 2020, Kruger wanted to continue fostering the emotional connection created with its suite of Canadian brands: Cashmere, Purex, SpongeTowels and Scotties. That meant taking the platform, designed to spotlight the messy, important moments in life that make us all human, even deeper.

The campaign reflects vulnerability and nothing in the human experience leaves us more vulnerable than love. Showing love at its most raw required careful consideration so authenticity of arguments and heartbreak was achieved without creating triggering situations for those with relationship trauma.

To be real about love means showing the full spectrum of emotions it covers: from the thrill of first love, toughness of heartbreak, to the softness and strength of enduring relationships. Kruger brands are there for it all, serving as steadfast companions through moments of passion, sadness, and joy.

While life can be messy, love can be messier.

In the 26W period ending December 30, 2023 (Nielsen MarketTrack; National all channel), Kruger Products’ growth outpaced the total Household Paper category by +7%, driving an overall Dollar Share increase of +2.0 share points vs YAG. This translated into an impressive $36.9M increase in retail sales. Both Tonnage and Dollar Share increased indicating consumers chose Kruger Products brands even when not on deal.

The campaign is also performing well across enjoyment, uniqueness, relevance, appeal, purchase motivation and brand engagement metrics.

In the end, we took a category built on shame and avoidance to a raw, honest celebration of humanity in all its expressions, with a beautiful ode to the vulnerability of being human.

The campaign is a quarter finalist for Campaign Canada which awards the top ads of all time.