Quilted Northern® Rolls Out New Keep It Quilted® Campaign

August 1, 2024

Atlanta - Quilted Northern® has launched a revamped Keep It Quilted® campaign, with a catchy new theme song sung by the Quilted Queens, to capture consumers’ attention and break through the bath tissue category.

Sporting their signature white quilted jackets, the Quilted Queens are united by a common mission -- to share the quilted comfort of Quilted Northern®. Shoppers find themselves in an ‘80s inspired rock video as the trio sings facts and entertains to the memorable tune of “We Quilt This City.”

“We wanted to build a campaign to help Quilted Northern® break through the noise in the category, and most importantly, be able to communicate WHY our target consumer should choose Quilted Northern®,” said Priti Lokre, Quilted Northern® senior brand building manager.

In addition to creating an unforgettable song to help deliver the message of quilted comfort, the Quilted Queens were purposefully cast to be real women who are authentic, credible, and diverse. Quilted Northern® consumers care about quality, and the campaign’s fresh, innovative approach is founded on the insight that when our consumers find a product they love, they want to share it. The goal of the new creative is to differentiate the brand from other bath tissue choices, and help consumers choose the cushiest, comfiest one.

Look for the new campaign on television, major streaming services, streaming audio and social media. Watch the Quilted Queens change the toilet paper game here: