Scott Naturals: Toss the Tube

This case study describes how Scott Naturals, a sanitary tissues brand, advertised its green Tube-Free toilet paper in the U.S. market.

Scott Naturals: Toss the Tube

Category: Consumer products - household and petcareAgency: TrisectCountry: USClient: Kimberly-Clark

Campaign Summary

Everyone uses toilet paper. Every day. That's a lot of tubes being used. 17 billion, in fact. But most consumers don't consider toilet paper tubes as a culprit in environmental issues and waste.

Even more so, while most of the population says they're interested in environmentally friendly products, fewer than 2% are actually acting on this interest. "Green" bath tissue's sliver of the category has been flat as consumers are increasingly dissatisfied with the softness and quality of eco-friendly toilet...

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