CTV and Kruger Products Roll out the White Carpet in New Multi-Platform Partnership Supporting the 2020 Cashmere Collection and Breast Cancer Awareness Month
– The collaboration features the first-ever exclusive Facebook Watch Party of the 2020 Cashmere Collection hosted by ETALK’s Tyrone Edwards and THE SOCIAL’s Melissa Grelo on Oct. 5 –
TORONTO (September 28, 2020) – CTV announced today a new brand partnership with Kruger Products L.P. promoting their 2020 Cashmere Collection initiative. The 2020 Cashmere Collection is an internationally acclaimed fashion design showcase that spotlights Canada’s top design talent who create couture gowns using Cashmere bathroom tissue, all for an important cause.
The 2020 Cashmere Collection is the annual kick-off for October Breast Cancer Awareness Month, and heralds the yearly return of limited-edition Cashmere, with twenty-five cents from the sale of every package going directly to breast cancer efforts at the Canadian Cancer Society (CCS), up to a maximum of $35,000. The three-stage, multi-platform campaign on CTV’s THE SOCIAL and ETALK begins today (Sept. 28) until Friday, Oct. 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.
“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, Brand Partnerships and Client Strategy. “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 that feature interviews with Cashmere Collection organizers, designers, and participants, along with pre-promotion of the show across broadcast and social platforms.
During the event, viewers get a front row seat to the 2020 Cashmere Collection in the first-ever Facebook watch party hosted by THE SOCIAL co-host Melissa Grelo and ETALK co-anchor Tyrone Edwards. Celebrity stylist and collection curator, Joe Zee, will also share commentary on the runway show. The exclusive event streams Monday, Oct. 5 at 6 p.m. ET on Facebook.com/thesocialctv/ and Facebook.com/etalkctv/. Audiences can RSVP directly to the event on Facebook here.
THE SOCIAL and ETALK will kick-off the post-phase portion of the campaign with segments featuring stunning looks from the event. This unique customized content will encourage viewers to vote for their favourite dresses with Cashmere’s annual Vote Couture for the Cure® contest, and will include key messaging about purchasing Cashmere products in store through on-air segments, social messaging, and in-show co-branded bumpers.
During Breast Cancer Awareness Month, Canadians can vote for their favourite Cashmere Bathroom Tissue Couture creation 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.
The #1 Canadian lifestyle show, THE SOCIAL, airs weekdays at 1 p.m. ET (2 p.m. AT) on CTV, and 2 p.m. ET on CTV2. ETALK, the #1 entertainment newsmagazine in Canada, airs weeknights at 7 p.m. ET/PT on CTV and 7:30 p.m. ET/PT on CTV2.
About THE SOCIAL:
Co-hosted by Melissa Grelo, Cynthia Loyst, Lainey Lui, and Correspondent Jess Allen, THE SOCIAL brings a fresh, daily perspective on the up-to-the-minute news, pop culture, and lifestyle topics that matter most to Canadians in a socially interactive format. Broadcast live in front of a studio audience in Toronto, guests who have appeared on THE SOCIAL include Ryan Reynolds, Jann Arden, Drew Barrymore, Michael Bublé, Kim Cattrall, Kelly Clarkson, Lena Dunham, Demi Lovato, Katy Perry, Jason Priestley, Daniel Radcliffe, Chris Tucker, and Shania Twain. THE SOCIAL is produced by Bell Media Production. Laura Scarfo is Co-Executive Producer and Michelle Crespi is Executive Producer. Nanci MacLean is Vice-President, Bell Media Studios and President, Pinewood Toronto Studios. Mike Cosentino is President, Content and Programming, Bell Media. Randy Lennox is President, Broadcast and Content.
About ETALK:
Hosted by anchors Tyrone Edwards and Lainey Lui, who is backfilling permanent anchor Danielle Graham’s maternity leave, and senior correspondent Traci Melchor, reporters Chloe Wilde, Sonia Beeksma, and L.A. correspondent Liz Trinnear, ETALK is the #1 most-watched entertainment newsmagazine in Canada. From the OSCARS® and the EMMY® Awards, to the GOLDEN GLOBE®’s, ETALK is front-and-centre, delivering up-to-the-minute news in film, television, music, and more. Celebrating both home-grown talent and international stars, ETALK became the first daily Canadian entertainment newsmagazine when it launched in 2002. ETALK is produced by Bell Media Studios. Executive Producers are Manny Groneveldt and Jennifer Morrison. Nanci MacLean is Vice-President, Bell Media Studios and President, Pinewood Toronto Studios. Pat DiVittorio is Vice-President, CTV and Specialty Programming. Mike Cosentino is President, Content and Programming, Bell Media. Randy Lennox is President, Bell Media. More information about ETALK can be found at etalk.ca, as well as on Twitter, Instagram, Facebook and YouTube at @etalkCTV.
About CTV
CTV is Canada’s #1 television brand. CTV provides unparalleled entertainment programming across two broadcast television networks; a powerful suite of specialty channels including CTV Comedy Channel, CTV Drama Channel, CTV Life Channel, and CTV Sci-Fi Channel; and digital channels CTV Throwback and CTV Movies, streaming on demand from CTV.ca and the CTV app. CTV has been Canada’s most-watched television network for the past 19 years in a row and features a wide range of sports and information programming, including CTV News, Canada’s highest-rated national and local newscasts. CTV’s parent company is Bell Media, Canada’s premier multimedia company with leading assets in television, radio, digital, and out-of-home advertising.
About Cashmere and Kruger Products LP
Cashmere Bathroom Tissue, Canada’s best-selling brand, reflects Kruger Products’ commitment to providing the finest quality, Canadian-made tissue products to consumers, and to the companies’ mission of making everyday life more comfortable. Kruger Products is one of Canada’s leading tissue manufacturers and serves the Canadian consumer market with well-known brands such as Cashmere, Purex, SpongeTowels and Scotties, as well as away-from-home products for industrial and commercial use across Canada and the U.S.
A longstanding and committed contributor to the breast cancer cause, Kruger Products L.P. has supported the Canadian Breast Cancer Foundation (CBCF), now known as the Canadian Cancer Society (CCS) since the collection’s debut in 2004, and is currently one of the top five national partners supporting the breast cancer cause at CCS.
– CTV–
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