â€œThe kittens of course have become synonymous with the brand,â€ says Gary MacIntosh, director of marketing at Moncton, N.B.-based Royale Canada. â€œTheyâ€™re a tremendous icon for us that embodies the whole concept of softness.â€
According to MacIntosh
, itâ€™s the longest-running television ad in Canadian history, running from 1973 to 1984.
â€œThis commercial is very much responsible for the strong brand equity we enjoy with Royale today,â€ he
MacIntosh, who joined Irving in 2007, says that the initial decision to tie kittens to the productsâ€™ softness was a stroke of brilliant strategy that has helped sustain the brandâ€™s success. â€œThe popularity of the kittens is incredible,â€ he says. â€œ[They have] become such a recognizable icon that itâ€™s easy for consumers to understand the brandâ€™s positioning.
Those launches will serve to not only anchor anniversary marketing activities for the back half of the year, but also bolster the brandâ€™s strategy of seeking growth in categories beyond facial and bathroom tissue, such as paper towels and napkins. â€œThereâ€™s definitely opportunities for Royale
to continue to grow in the Canadian marketplace,â€ says MacIntosh