Kruger Products launches paper anniversary gift boxes as part of "Love is Messy" campaign

Kruger Products has launched limited-edition gift boxes for newlywed couples celebrating their first anniversary, otherwise known as the ‘paper anniversary.’

Canadian couples that sign up to send their spouse a Messy Paper Anniversary Gift Box will be entered for the chance to win a trip for two to Messy, France.

Comprised of the company’s full line of household paper products, the boxes are inspired by three common messy moments, including: ‘Finally Learning How to Share the Bathroom,’ ‘All the Messiness of the First Year of Marriage,’ and ‘The Time You Tried to Cook for the In-Laws.’

"With Valentine's Day approaching soon, we think it's important to shine a light on the realities of married life and embrace the not-so-ugly truth that love can be messy at times," said Susan Irving, CMO at Kruger Products, in a press release. "The Messy Paper Anniversary Gift Box is meant to commemorate the unapologetically human and messy moments that newlyweds have overcome during their first year of marriage, while staying true to the tradition of the paper anniversary gift exchange in a fun and refreshing way."  

The Messy Paper Anniversary Gift Box serves as an extension of Kruger Products' ‘Love is Messy’ campaign, introduced in 2023 under the award-winning "Unapologetically Human" platform.