Canadian Packaging

SpongeTowels® Launches New UltraPRO Premium Lineup of SUPER Absorbent, Durable Paper Towels

By Strategic Objectives   

New look, product and brand positioning encourages Canadians to ‘Absorb life. All of it.’

SpongeTowels®, Canada’s leading, made-in-Canada paper towel, is proud to launch new SpongeTowels® UltraPRO, a premium, super-absorbent and strong range of paper towels, that brings new technology and innovation to the category.

Produced at Kruger Products L.P.’s new mill in Sherbrooke, Quebec featuring state-of-the-art TAD (through-air dry) tissue technology designed to deliver a superior product, SpongeTowels UltraPRO represents a reinvention of the SpongeTowels® portfolio, including new and improved package design and prominent made-in-Canada messaging.

“SpongeTowels UltraPRO provides premium quality, superior absorbency and strength, specifically conceived to help Canadians absorb life’s biggest messes,” says Susan Irving, Chief Marketing Officer, Kruger Products L.P.

The new product is launched with re-imagined brand positioning rallying Canadians to Absorb Life. All of It. and is prominently featured in a new multichannel marketing campaign live in market, and includes TV, digital, social media, trade activation and sampling, and public relations.

Made in Canada, For Canadians: Premium Paper Towel

Research and development of the new SpongeTowels UltraPRO comprised important consumer testing that showed consistent performance in two rounds of testing and resulted in positive scores across quality control, including absorbency, strength when wet, softness, preference and purchase intent.

“Canadian consumers have high expectations when it comes to absorbing all of life’s messes, which is why consumer testing of new UltraPRO was so important in order to deliver a superior product that provides the best solution for all of life’s messes, including new emerging uses fueled by the COVID pandemic,” says Susan Irving, Chief Marketing Officer, Kruger Products LP.

Absorb Life. All of It.

To communicate the benefits of new UltraPRO paper towels, SpongeTowels® is encouraging Canadians to Absorb Life. All of it. This new brand positioning understands life can throw big messes your way, and you can count on SpongeTowels UltraPRO’s premium quality and strength to absorb all of them, so you can focus on special moments with family and friends.

In support of this launch, the brand also commissioned Angus Reid to develop a survey to poll Canadians on their messiest life moments and what they dislike the most about cleaning them up. More than 44% of respondents reported home renovations as their messiest life event to-date, with 84% reporting that cleaning up the mess is the worst part. The results will be leveraged through media relations, on social media.

SpongeTowels® UltraPRO is available now, across Canada at local grocery and retailers and online/Amazon. For more information, visit:

Supporting agencies include: Advertising – Broken Heart Love Affair and Ethnicity Matters; Media Buying and Planning – Wavemaker; Public Relations – Strategic Objectives.

About Kruger Products L.P.

KPLP is Canada’s leading manufacturer of quality tissue products for household, industrial and commercial use. KPLP serves the Canadian consumer market with such well-known brands as Cashmere®, Purex®, SpongeTowels® and Scotties®’. In the U.S., KPLP manufactures the White Cloud® brand, as well as many private label products. The Away-From-Home division manufactures and distributes high-quality, cost-effective product solutions to a wide range of commercial and public entities. KPLP has approximately 2,700 employees and has been named a Greater Toronto Area Top Employer for nine consecutive years. For more information visit


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Category Captains 2023