If the toilet paper is brown it must be green...
It’s hard to enter a store these days without being visually assaulted by labels, logos, and signs that appeal to our environmental consciousness. It turns out that there’s an even more powerful way for marketers to signal an environmental product to shoppers: Make it brown.
The Wall Street Journal reports that Dunkin’ Donuts and Target’s in-store cafes have switched from white to brown napkins, while Seventh Generation even adds brown pigments to its eco-friendly diapers “to drive home the environmental message.”
And Cascades Tissue is about to enter a new frontier with its U.S. rollout of a beige toilet paper called Moka. It might be a hard sell for fussy Americans, though. Writes WSJ:
Consumers in regions outside of North America are more accepting of recycled toilet paper and more readily embrace colored or fragranced rolls. Kimberly-Clark’s local brands sell apricot-colored paper in the U.K., green in Poland, “sunny orange” in Switzerland and “natural pebble” in Germany, the company says.
It’s a different story in the U.S. When Cascades pitched its Moka toilet paper to distributors at a recent trade show, “faces showed disgust” at first, says [Cascades marketing director Isabell] Faivre. “Then they would feel the product and it was, ‘Oh, wow, that would be perfect,’” for customers who want softness, but also want green credentials, she says.
Read more: http://www.utne.com/Wild-Green/If-That-Toilet-Paper-Is-Brown-It-Must-Be-Green.aspx#ixzz1n7QzHxMf
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