2025 Winner

CASE SUMMARY

For the brand, Cashmere UltraLuxe is the most luxurious toilet paper in Canada but for decades, the premium toilet paper category has been engaged in a figurative arms race of softness, strength and thickness; functional benefits that most brands claim in an effort to prove their luxuriousness.

Forging luxury associations with a brand is challenging and often achieved at great expense. Although Cashmere UltraLuxe is a premium product, the brand had mass-premium market ambitions and strict budgets.

This campaign had three objectives. The brand’s business objectives were to increase their dollar share and tonnage volume as a primary measure of engagement. Additionally, they wanted to drive engagement by creating a conversation among the most discerning consumers of toilet paper which they would measure via brand mentions (+1000%) and earned media
(approximately 20M).

In 2022, the Michelin Guide recognized 13 Toronto restaurants with its esteemed “stars” for the first time. Michelin’s aim is to set a global standard for restaurant excellence to help diners find the best restaurants, however the one place their guide overlooked was the bathroom.

As we all know, restaurant bathrooms can be wildly inconsistent in terms of their décor, cleanliness, and overall experience. So, as an expert on luxurious bathroom experiences, the brand saw the opportunity for Cashmere UltraLuxe to set the standard and become that authority. And thus, the Cashmere UltraLuxe Bathroom Guide was born.

The Cashmere UltraLuxe Bathroom Guide provides a framework for restaurant diners and restaurateurs to evaluate the most luxurious restaurant
bathrooms in the country.

These criteria awarded one, two or three fleurs, inspired by the unique embossing pattern found on Cashmere UltraLuxe toilet paper. The agency developed criteria like “a luxurious experience, worth a look” to “outstanding and gasp-worthy, worth stopping at the bathroom first” to award the fleurs.

Three restaurants were selected for recognition in our inaugural Toronto guide.

The brand announced them on social media, website, and through a media tour led by spokesperson Pay Chen. They also invited Canadians to nominate bathrooms for future consideration. Restaurants who achieved a coveted fleur rating were awarded the prestigious Cashmere UltraLuxe Bathroom Guide plaque, to be proudly displayed in their bathrooms.

In the first 24 hours after launching the guide, the campaign garnered 12.6 million earned impressions. Most importantly, diners and restaurateurs engaged with the campaign by buying their toilet paper.

In total, the campaign generated a 0.2 increase in dollar share (L12W - Period Ending June 15), a 15% increase in tonnage volume (L12W - Period Ending June 15), 29M earned impressions (vs. 20M benchmark), a 3900% increase in product mentions within two weeks. (vs. +1000% benchmark, 3.6k unique pageviews on the campaign microsite, 500k views of the launch film across FB and IG and 123 news stories with national coverage.

This was chapter one in what will be an evergreen platform for the brand in their enduring effort to be known as Canada’s #1 luxury toilet paper.

Credits

AGENCY
Agency: Lifelong Crush
Chief Creative Officer: Derek Blais, Christina Yu
Creative Director: Julie Martinson, Catherine Wong
SVP, Strategy: Geoff Gingerich
Art Director: Catherine Wong, Daniel Ong
Copywriter: Julie Martinson
Agency Producer: Demi Veselinovic, Terri Vegso
Production Coordinator: Rae Harder
Studio Director: Brad Kumar

CLIENT
Client / Brand Name: Kruger Products Inc. / Cashmere UltraLuxe
Chief Marketing Officer: Susan Irving
Marketing Manager, Bathroom Tissue: Sonia Menara
Associate Brand Manager: Anna Zhdanova

PRODUCTION - FILM
Production Company: Lifelong Crush
Executive Producer: Demi Veselinovic
Director: Christina Yu
Content Director & Editor: Christian Byrne
Director Of Photography: Bob Lyte
Producer: Rae Harder, Demi Veselinovic

EDITING
Editorial Company: School Editing
Executive Producer: Tim Simpson, Yumi Suyami
Editor: Taylor McWade
Assistant Editor: David Ngandu

COLOUR, ONLINE
Colour/Online Company: DIVISN Post

AUDIO
Audio House: Eggplant Music & Sound
Executive Producer: Nicola Treadgold
Music Director / Composer: Adam Damelin
Audio Engineer: Peter Pacey

PRODUCTION - WEBSITE
Production Company: VML
Account Supervisor: Ronan Le Bourg
Project Manager: Jordano Zitiello-Finesso
Associate Creative Director: Corey Litvak
Business Analyst: Tomasz Kowalczyk
PR
PR Agency: North Strategic
CEO: Jessica Savage
Senior Vice President: Danna Barak
Senior Account Director: Amy Yacoub
Senior Account Director: Chris Dionne
Senior Account Manager: Amanda Swinhoe

MEDIA
Media Agency: Wavemaker
Director: Lesley Mills
Associate Director: Jason Black
Senior Planner: Kriscia Yeung