Home Smart 100 2011 Who Gives A Crap (SMART 100)

Who Gives A Crap (SMART 100)

May 5, 2011

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Who Gives A Crap

This innovation initially came to life when…

I was sitting on the toilet. I realised that toilet paper has seen little to no innovation in the last 50 years. I also realised that global sanitation is a huge problem that is underfunded because people don’t like talking about toilets. In a split second the idea was born: toilet paper that uses 50% of its profits to build toilets in the developing world. It’s called Who Gives A Crap.

WHAT & HOW

The purpose of this innovation is to…

…build toilets in the developing world. WaterAid tells us that 2.4 billion people don’t have access to a proper toilet. At current rates of spending global sanitation won’t be achieved until 2085. We think that’s pretty crap.

It does this by…

…donating 50% of its profits to WaterAid. WaterAid are world leaders in the provision of sanitation. They go into communities and work with them to educate about the importance of sanitation, raise money, and build toilets by hand.

PURPOSE & BENEFITS

This innovation improves on what came before because…

Who Gives A Crap toilet paper is toilet paper with attitude. It uses an edgy brand to engage consumers in a product that they usually don’t think about.

Its various benefits to the customer/end-user include…

to consumers: facilitating the support of a worthy cause by purchasing a product they use every day, whilst having a bit of fun.
to beneficiaries: the provision of much-needed toilets.

COMPETITIVE LANDSCAPE

In the past, this problem was solved by…

…using guilt to motivate people to donate money, or buy an overpriced or second-rate product that supported a cause. Often ’cause-related products’ carry images of children in poverty to induce a guilt-motivated sales. Who Gives a Crap moves away from this tin-rattling approach to fun and stand-out branding.

Its predecessors/competitors include…

…brands of recycled toilet paper (e.g. SAFE, Naturale) and brands of virgin fibre toilet paper (e.g. Kleenex, Quilton). It also competes against cause-related marketing campaigns from these brands such as the Kleenex // Guide Dogs Australia campaign.

TARGET MARKET

It is made for…

…everybody! Everyone uses toilet paper. The primary market is the socially aware consumer, who typically already purchases environmentally friendly products. This makes our main market the 20-to-50-year-old, educated, inner-city dweller. The secondary market is the virgin toilet paper consumer. We’re aiming to convert virgin paper consumers with a product experience and marketing campaigns that inject a bit of fun into their lives.

DISTRIBUTION STRATEGY

It is available for sale through…

…we’re still developing the product and are in discussions with major supermarket chains. We hope to have national distribution in early 2012.

Our marketing strategy is to…

…turn heads with toilet-related pranks throughout major Australian cities. Things like building giant toilet paper pyramids in Federation Square, sailing a huge turd in Sydney Harbour, and dropping plastic poops along Bourke St and Pitt St malls.

SUPPORTING IMAGES

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