The first year of marriage isn't all bliss and contentment. In fact, Kruger Paper Products knows that, like life in general, it can sometimes be messy.
According to Maru Public Opinion commissioned by the paper products company, managing money, adjusting to living together, and learning how to properly communicate are the top three "messy" challenges faced by newlyweds during their first year of marriage.
According to Maru Public Opinion commissioned by the paper products company, managing money, adjusting to living together, and learning how to properly communicate are the top three "messy" challenges faced by newlyweds during their first year of marriage.
To help couples celebrate their first wedding anniversary—also known as the paper anniversary—Kruger has created a limited-edition gift box called the "Messy Paper Anniversary Gift Boxes." Each box contains the full lineup of Kruger's household paper products—including Cashmere, Purex, Scotties and SpongeTowels.
Kruger created 500 of the boxes, which are being given away online. People registering for the boxes are also being entered into a contest for a trip to two to the aptly named France town of Messy.
The program is an extension of Kruger's "Love is Messy" campaign under its "Unapologetically Human" brand platform.
"With Valentine's Day approaching soon, we think it's important to shine a light on the realities of married life and embrace the not-so-ugly truth that love can be messy at times," said Kruger CMO Susan Irving. "The Messy Paper Anniversary Gift Box is meant to commemorate the unapologetically human and messy moments that newlyweds have overcome during their first year of marriage, while staying true to the tradition of the paper anniversary gift exchange in a fun and refreshing way."
Partners on the program include Broken Heart Love Affair and Lifelong Crush for strategy, creative and production; Spider Marketing for production; Array of Stars and Wunderman Thompson for the microsite; Wavemaker Canada for media; and North Strategic for PR and influencer.
And speaking of messy, good luck to the newlywed giving their significant other a roll of toilet paper as an anniversary present.
