MESSAGE ON A ROLL




The media and its myriad messages have become increasingly difficult to differentiate since Marshall McLuhan’s heyday
in the 1960s.
But one wonders how the pop-culture prophet would appraise a roll of toilet paper from Burlington,
Vt.-based Seventh Generation, which seems to prove his point that in the modern world, any artifact can serve as a means of communication.
In a direct mail promotion developed by KSV in Burlington, a roll of toilet paper was sent to thousands of retailers and distributors nationwide in an effort to convince them to stock the chlorine-free product from Seventh Generation.
“Learn facts about chlorine that will scare the crap out of you,”
the mailer’s headline screams.
Even the client’s Web address–www.seventhgen.com–is included, making this roll an e-commerce vehicle as well.