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


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.


Source: Toronto Star


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