Scott Naturals :: Free The Tubes
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OPPORTUNITY: Introduce a first-of-its-kind, green concept – “tube-free” bath tissue – an innovative approach to sustainability from a paper company seeking to reduce its “fiber footprint.” CHALLENGE: Bath tissue is already a low involvement category and green paper products is an emerging, but low penetration category. SOLUTION: TRIS3CT dramatized the amount of tubes thrown away each year by comparing it to filling the Empire State Building – twice. In :30 and :60 TV executions, the story follows the escape of a single tube from a bathroom and then others like it on their way to forming into a replica of the iconic tower. The program was designed to engage consumers through an array of print, direct mail and retail executions, each leveraging the core visual cue that helped consumers quickly understand the magnitude of the problem and the easy choice represented by Scott Naturals. |
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