Kruger Products CMO Susan Irving on the great pandemic toilet paper rush, sustainability, and her riskiest campaign ever

Susan Irving, Chief Marketing Officer at Kruger Products

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The PepsiCo veteran joined the paper products company just months before panic-buying made toilet paper the first supply-chain casualty.

Putting snot, blood, and other bodily fluids on full display in an ad campaign for Kruger Products — the Canadian company behind Cashmere, Scotties, and Sponge Towels — was undoubtedly a risky move for chief marketing officer Susan Irving. The “Unapologetically Human” campaign fixated on vignettes of people caught short — an ode to human messiness.

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Source: Toronto Star

 

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