They’ve been together, then they broke up and now it’s love again: Kruger Products is back with Palm+Havas.
The agency announced today it was the new communication agency for Kruger in Quebec. The Montreal-based company’s consumer division specializes in tissue products. There was no pitch.
Palm worked with Kruger from 2005 to 2009, then the account was moved to Saint-Jacques Vallée Young & Rubicam until now.
“The client already knew us, the way we work, and she [Nancy Marcus, corporate vice-president marketing] liked what we did with Sponge Towels rebranding [from Scott Towels] back then. The platform we built, with stand-up comic François Massicotte as spokesperson, is still alive,” says Ann Bouthillier, president and CEO of the agency.
Palm+Havas will be responsible of strategy and creation for Cashmere, Sponge Towels, Scotties and EnviroCare brands in the Quebec market.
“Our main challenge is that the tissue category is a price-sensitive one: people tend to go for the brand that is on sale. We’ll have to build on the brands leader position to increase loyalty,” said Bouthillier.
The agency will soon hire an art director to work on the account.
