Quilted Northern EcoComfort
"How can we lead the last eco frontier?"
OUR SOLUTION // Show people you can feel good while doing good with Quilted Northern’s new premium eco-friendly toilet paper.
Situation
Quilted Northern is a symbol of care.
The Leslie Knope of toilet paper — Quilted Northern obsessively cares about the details more than anyone else. And because of this they’re known for having damn comfortable premium toilet paper; the kind you treat yourself to.
Quilted Northern EcoComfort is an evolution of their care:
3 trees planted for each one used
52% plant-based recyclable packaging
Energy-efficient manufacturing
100% renewable power through the use of renewable energy credits
Our Approach
To launch a new eco product, we first wanted to understand the larger state of sustainability.
KEY FINDINGS
Sustainability is at a cultural tipping point.
90% of people feel an obligation to be environmentally responsible.
66% of consumers said they were willing to pay more for sustainable brands
90% of CEO’s say sustainability is fundamental for success
It’s never been more important for brands to step up. Responsibility is shifting from consumers being told to use less or spend more, to companies creating solutions that make it easy - and even enjoyable - for us to make choices that fit into our lives while being better to our world.
People believe green label doesn’t clean. A study conducted by the Journal of Consumer Research, found that when a company intentionally makes a product greener, people assume that the product also becomes lower-quality.
When it comes to toilet paper, sustainability has always meant sacrifice. From feeling like tree bark to family cloths (don’t ask) to just using less, there's never been a way to retain the comfort people want while also being able to impact the world.
KEY INSIGHT
People want to make a difference without feeling a difference — especially when it comes to their cleanliness.
“Unless someone like you cares a whole awful lot, nothing is going to get better. It’s not.”
[enter quilted northern ecocomfort]
The first premium AND eco-friendly toilet paper.
QNEC is the new news of the toilet paper aisle because of its attention to eco-friendly details (like planting 3 trees for every 1 used) without compromising the quality people expect from Quilted Northern - all for the price you’re used to paying.
OPPORTUNITY
Show that with Quilted Northern EcoComfort you can help change the world without changing your world.
strategy
Comfort with a conscience.
CREATIVE IDEA
Quilted Northern EcoComfort is a major breakthrough in toilet paper innovation and nature will want to thank you for it.
Team
Carly Starratt (Senior Strategist) Carly Harrison (Strategist), Todd Feitlin (Creative Director), Trevor Clarence (Director), Bryan Davis (ACD + Writer), Dave Busch (Writer), Alex Lo Grasso (Art Director), Katie Bourgeois (Art Director)
My Role
Led 4-hour strategic workshop with clients
Developed key messaging & strategy for product launch
Supported creative teams with research & insights