Kruger Products, AFH Division

Ultimate Washroom Sales Promotion

As a leader in the away from home (AFH) tissue sector, Kruger Products - Away From Home Division (AFH) has an established reputation for manufacturing tissue products ranging from supreme luxury to cost effective performance. Faced with increased competition and expanding market opportunities, Kruger AFH required a new promotional strategy that would target, attract and retain both distributor and end-user brand loyalty.

The Ultimate Washroom (UW) bundle is a proprietary suite of products designed for the more discerning end-user where aesthetics and performance matter most. Distributors will often have multiple competitive tissue products to offer their end-user customers and therefore not always specify the proprietary Kruger Ultimate Washroom bundle. Given Mindshape’s expertise in brand communications and promotion, Kruger retained Mindshape to develop a multi-tiered promotional campaign aimed at achieving the intended business objectives.