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White Cashmere Collection: Fashion Meets Compassion

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The world’s first and only fashion collection entirely crafted in Bathroom Tissue.

Strategic Objectives first produced the White Cashmere Collection in 2004 to re-brand Cottonelle to Cashmere Bathroom Tissue. We’ve grown this breakthrough campaign, keeping it relevant and fresh every year.

Background

This international news-making, integrated marketing campaign delivers global success for Cashmere, Canada’s best-selling tissue every year. One of the world’s longest running and most successful Corporate Social Responsibility (CSR) programs, the collection has won 47 top international awards including the International Public Relations Association (IPRA) Golden World Award of Excellence for Integrated Marketing and Communications, and the Canadian Marketing Association (CMA) Gold Award for Best Public Relations Program in Canada.

The Challenge

From Cotton to Cashmere

Cottonelle, a household name, had been in the market for more than 35 years and Kruger Products tasked our team to devise an innovative Marketing and Social PR program to re-brand and transfer brand equity to an entirely new name, Cashmere Bathroom Tissue. All without losing share and its market-leading position. Cashmere’s new, premium, luxury position would be and remains today, “Nothing feels like making a difference, nothing feels like Cashmere.”

The Solution

Support a Crucial Cause with Unconventional Fashion

Our solution was to create a memorable, annual showcase for Canada’s top fashion designers starring luxuriously soft Cashmere bathroom tissue, while shining a spotlight on Canadian women affected by breast cancer. Our research showed that consumers in the brand’s prime demographic (women aged 25-54) gravitate towards products that support an important cause.

The Cashmere Collection presented the perfect opportunity to partner with the Canadian Breast Cancer Foundation (CBCF), which Kruger Products was already supporting. Today, the collection supports breast cancer efforts at the Canadian Cancer Society (CCS) following the amalgamation of the CBCF and CCS in 2017.

PR Leads The Way

Now in its 15th successful year, our fully integrated, annual, fund- and awareness-raiser has featured more than 180 top Canadian fashion designers and forms the brand platform for every aspect of Cashmere marketing, from advertising to traditional and social media relations, influencer marketing, online social fundraising initiatives, partnerships, special events, and experiential activations. The brand counts on the collection to provide fresh content for its marketing activities every year, which makes it imperative to introduce new elements to keep it current.

Annual Fashion Show and Photo Shoot

Each year-long campaign pivots on an exclusive September runway fashion show to kick-off October Breast Cancer Awareness Month. A new roster of Canadian fashion designers are engaged every year to showcase their vision of a future without breast cancer, interpreted in one-of-a-kind bathroom tissue couture. To generate prime media coverage from coast-to-coast and around the world, we produce a high fashion photo shoot, as well as a five-prong media relations outreach strategy beginning in early May and running until the end of October, complete with media, blogger and influencer relations.

Limited-Edition Cashmere Product

October heralds the annual return of limited-edition Cashmere, with 25 cents from the sale of every package going to the breast cancer cause. The collection also hosts an online Vote Couture for the Cure™ initiative, inviting Canadians to vote for their favourite bathroom tissue couture creation. Cashmere donates $1 for every vote, to a maximum of $10,000, to the cause in the winning designer’s name.

The Result

An Annual Campaign that Delivers

1.6B

Positive Media Impressions

3.3K

National and International Stories

54

TOP Awards

  • Winner 3 International IABC Gold Quill Awards 2019
    • Best of the Best
    • Excellence; Special and Experiential Events
    • Excellence; Corporate Social Responsibility
  • Winner of 2 IABC/Toronto OVATION Awards 2019:
    • Excellence; Corporate Social Responsibility
    • Excellence; Special Events
  • 2,500+ minutes TV coverage
  • A brand platform built to last a lifetime
  • Millions of dollars raised for the breast cancer cause
  • Attended by more than 250+ top fashion industry influencers and media every year
  • Featured 195+ top fashion designers including: Marie Saint Pierre, Denis Gagnon, Paul Hardy, Stephan Caras, UNTTLD, Greta Constantine and Christopher Paunil
  • Significant social spread, plus the collection trends nationally on Twitter
  • 52 national and international awards including the IPRA Golden World Award of Excellence
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