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Gen-Z, Millennial Opps: KP Tissue reports details about current strategy

Susan Irving, CMO of KP Tissue (AKA Kruger Products), recently revealed some details regarding the company's current strategy. KP understandably had to shift gears when the pandemic broke out. Of course, demand for its toilet paper surged, and this meant KP actually had to pull advertising since its products had sold out in so many places. Spend will likely pick back up now that demand has settled and the company can once again advertise as available. I expect new work will specifically promote Bonterra, a recently-launched carbon neutral and responsibly sourced household tissue and paper products brand. It also just reintroduced its White Cloud brand in the US.

CMO Irving also revealed details regarding the company's  sustainability goals. KP has promised to plant 100k trees in NA over the next three years, and it's working to reduce its environmental footprint. 

Finally, a recent "Unapologetically Human" campaign didn't show a ton of product but, instead, focuses on how messy people are; this type of storytelling, especially when chosen over product-centered advertising, often appeals to Gen-Z and millennials.

So far this year, Pathmatics reports KP has spent an estimated $4.6k on digital ads, down 15% from the estimated $5.4k it spent within the same 2021 timeframe. In 2021, the brand's approximate full-year spend dropped 27% to $8.4k from that of $11.5k in 2020. KP has earned around 618.6k digital impressions YTD via desktop display (86%), mobile display (10%) and Facebook (4%) ads. 100% of this year's desktop display ads have been placed site direct onto nhl.com.

KP tends to target moms; however, its reliance on advertising on NHL's website leads me to believe it's also targeting men. Even though everyone needs toilet paper, as I briefly mentioned the company seems to be primarily targeting eco-conscious Gen-Z and millennials. Sellers able to offer high-ROI strategies should get in touch soon. Spend will hopefully pick up soon now that KP is "getting back out there" in advertising. According to Kantar data, KP also invests in OOH.

Agency & martech readers - I see no glaring reasons why this company would conduct agency reviews anytime soon, but keep it on your radar for future project-based work. Wavemaker handles media buying and planning.