In 2004, Kruger Products, maker of Cottonelle, was losing its Canadian brand trademark and needed to successfully transfer brand equity built up over 35 years to an entirely new name, Cashmere Bathroom Tissue (BT) — without losing share and its market leading position. Our goal was to create a PR strategy for Cashmere BT that would last the new brand’s lifetime; make news; build positive awareness and demand; and showcase its support of breast cancer research and Canadian women.

Conceived to generate premium positioning for new Cashmere, the White Cashmere Collection (WCC) is a unique showcase for Canadian designers and a fund- and awareness-raiser for the Canadian Breast Cancer Foundation (CBCF). Unique in the world, the WCC pivots on an annual, invite-only VIP and media September runway fashion show just before October, Breast Cancer Month, and features couture entirely crafted in sheets of White and Pink Cashmere BT, with 25 cents from the sale of every pink package going to CBCF throughout October.

Now celebrating its tenth successful year, our one-of-a-kind WCC PR program formed the platform for every aspect of Cashmere marketing in 2013 including: bilingual media relations; media tours; editorial photography; Facebook/Twitter; two TV commercials; print advertising; paid marketing integrations; online Vote Couture for the Cure™ (VCC) contest; sponsorships; trade shows/in-store sampling; and support for CBCF.

The 10th Annual WCC asserted Cashmere’s premium positioning; exceeded objectives; delivered strong awareness; earned outstanding mainstream and social media coverage, and drove sales that maintained Cashmere’s best-selling status.

• A year in the making, WCC debuted to a packed-out, Toronto fashion show at the Art Gallery of Ontario, in September 2013. We recruited: 20 Canadian designers to create garments/accessories in Cashmere BT; curator, Farley Chatto; celebrity photographer Caitlin Cronenberg; CTV Canada AM co-host/breast cancer survivor, Bev Thomson as MC; Canadian supermodel Stacey McKenzie; Marc Anthony Hair Stylists and M.A.C. Cosmetics.

• Conducted six bilingual media relations campaigns from March–November 2013;

• Conducted Toronto Media Tour and took West Coast designers on Vancouver/Calgary Media Tours;

• Collaborated with Kruger sales and marketing agencies to feature WCC for the first time in: two TV commercials; print advertising; nine paid marketing integrations; 10x10 booklet/video featuring Cashmere, designers and breast cancer survivors; two feature trade magazine articles; nine grocery/retailer in-store sampling/trade shows; Rogers Cup sponsorship;

• Amplified Social Media: content on cashmere.ca and WCC FB page; Youtube video; #Cashmere10.

Our long-term PR strategy to transition, launch, grow and sustain Cashmere market share has been a resounding success. Cashmere rules as Canada’s best selling BT and Kruger Products believes this multi-platform, integrated marketing strategy hugely contributed to Cashmere’s leadership position and outstanding success.

• 155+ million impressions (exceeded objective by 17%); Canada’s population: 34 million

• 370+ media stories; 5+ hours broadcast

• 6+ million Twitter impressions (exceeded objective by 100%); 350,000 Instagram Posts

• $0.001 cpc (98% better than objective)

• 106.78% MR2P™ (exceeded objective by 31.78 percentage points)

• 100% message-driven, branded coverage; 97% included Cashmere visual (sketches/ editorial photography/event photos/logos)

• 45,000+ VCC votes secured $10,000 donation (exceeded objective by 25,000 votes); Facebook Page grew average 400 likes/day during campaign

• Print/TV advertising incorporated WCC video and photography

• Trade and sponsorship initiatives featured WCC

• Kruger is one of CBCF’s top five brand partners.