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.