TORONTO — Bell Media’s CTV announced today a new multiplatform brand partnership with Kruger Products to promote the bathroom tissue manufacturer’s 2020 Cashmere Collection initiative in support of Breast Cancer Awareness Month.
Heralding the annual return of limited-edition Cashmere packages in support of breast cancer efforts, the 2020 Cashmere Collection is a fashion design showcase which spotlights top Canadian design talent who create couture gowns using Cashmere bathroom tissue. To help support the Canadian Cancer Society’s (CCS) breast cancer fundraising in October, 25 cents from the sale of every package of limited-edition Cashmere goes directly to the CCS’s breast cancer efforts, up to a maximum of $35,000.
The three-stage, multiplatform campaign on CTV’s The Social and Etalk starts today and runs until October 30. In partnership with media agency Wavemaker, The Social and Etalk will support the 2020 Cashmere Collection with on-air integrations, talent involvement, social media support and amplification, and digital media.
The collaboration features the first-ever exclusive Facebook Watch Party of the 2020 Cashmere Collection hosted by Etalk’s Tyrone Edwards (pictured, left) and The Social’s Melissa Grelo (right) on October 5. During the event, celebrity stylist and collection curator Joe Zee will share commentary on the runway show. The event streams Monday, October 5 at 6 p.m. ET on Facebook.com/thesocialctv and Facebook.com/etalkctv.
“We’re thrilled to be partnering with Kruger Products L.P. to support their international award-winning breast cancer awareness fundraiser,” said Justin Stockman, vice-president of brand partnerships and client strategy at Bell Media, in the company’s press release. “This campaign gives viewers a unique and exclusive way to experience this year’s spectacular runway show, while highlighting new ways brands can work with CTV to create new and innovative custom-branded content opportunities.”
The pre-promotion portion of the campaign includes in-show integrated segments on The Social and Etalk featuring interviews with Cashmere Collection organizers, designers and participants, as well as promotion of the show across broadcast and social platforms.
The post-phase portion of the campaign will include segments on The Social and Etalk that feature stunning looks from the runway event. Viewers will be encouraged to vote for their favourite dresses with Cashmere’s annual Vote Couture for the Cure contest. Cashmere will donate funds to the Canadian Cancer Society’s breast cancer efforts in the winning designer’s name, up to a maximum of $10,000.
