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.

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.

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.