MESSAGE ON A ROLL | Adweek
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MESSAGE ON A ROLL

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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.