Scott Brand has created an admirable campaign, Toss the Tube, in order to promote its environmentally conscious Naturals Tube-Free Toilet Paper. Speaking to a demographic that is concerned about the environment and looking for ways to make a difference, it encourages people to adopt a better product in this regard.
Yet instead of simply putting out a phrase and a product that supports it, the Toss the Tube campaign also offers eco-friendly tips to consumers from Carter Oosterhouse, the home and design expert and host of the new show “Rowhouse Showdown" as well as a unique sculpture. Jared Mackrory, brand manager for Scott Brand, says, "Imagining the environmental impact of 17 billion tubes--enough to fill the Empire State Building twice--is hard to do. That's why we brought the concept to life by creating a 30-foot replica in the middle of Manhattan."
What's Driving This Trend
- Eco-friendly Hashtag Campaigns
- Creating hashtag campaigns that promote eco-friendly products and actions can attract a demographic that is concerned about the environment and drive positive change.
- Tube-free Packaging
- Eliminating tubes from consumer products like toilet paper presents a disruptive innovation opportunity, reducing waste and environmental impact.
- Celebrity Endorsements for Sustainability
- Partnering with well-known celebrities to promote eco-friendly initiatives can raise awareness and encourage adoption of sustainable products and practices.
Who This Affects Most
- Home and Design
- The home and design industry can leverage eco-friendly hashtag campaigns and tube-free packaging to appeal to environmentally conscious consumers and drive sales.
- Consumer Goods
- Consumer goods companies have the opportunity to disrupt the market by adopting tube-free packaging for their products and promoting sustainability through hashtag campaigns.
- Entertainment
- The entertainment industry can use celebrity endorsements for sustainability to not only promote eco-friendly initiatives but also encourage audience engagement and participation in environmental causes.
