Kimberly-Clark, noting more eco-awareness among consumers of paper products, has introduced Scott Naturals, a line of bath tissue, towels, flushable wipes and napkins with green credentials.
The line, which contains a mix of both recycled and virgin fibers, will be promoted via a series of Web videos, launching April 22, featuring Design on a Dime’s Kahi Lee as the host. The series of online vignettes incorporate product placement and “brought to you by” sponsorship ads into green-centric home renovation and design tips.
Print ads will run in green-themed sections of consumer titles like Better Homes and Gardens and Good Housekeeping, as well as publications like National Geographic and Time. Mindshare and the Digital Broadcasting Group handled creative duties for the launch.
Matt Kolton, brand manager for Scott Naturals, said the line is designed to appeal to both consumers who are just getting warmed up to green and the die-hard green enthusiasts. Research by Shelton Group, a Knoxville, Texas-based sustainability-focused ad agency, showed that green is often a deciding factor in consumer purchases—especially in mature categories such as paper products—given that price and performance are equal. “It’s become the cherry on top,” said founder Suzanne Shelton
The launch joins other recent ones in the category like Marcal’s Small Steps line that attempt to lure consumers who are interested in buying greener products but are driven by other concerns as well, like price.