With 17 billion toilet paper tubes thoughtlessly tossed into U.S. trash cans annually, Kimberly-Clark realized that America’s bathroom habits pose a gigantic environmental problem that could easily be wiped out forever – simply by reformulating bathroom tissue. So they invented Scott Naturals® Tube-Free, the first consumer “tubeless” toilet paper.

But, how could we make America aware of its environmentally unfriendly and unsustainable behavior? We needed a creative PR campaign to bring the problem out from behind closed bathroom doors – and influence tissue-buying behavior.

The challenge was to put 17 billion toilet paper tubes into everyday perspective. When our math maestro calculated that the equivalent waste produced annually would fill New York City’s Empire State Building, not just once, but TWICE, we were flushed with excitement. This gave us the idea to create a real 1,000-pound “Tubezilla” – a three-story replica of the building made from TP tubes – and install it within sight of the skyscraper. To further engage consumers, we launched a national pledge drive to #TossTheTube forever and drive eco-conscious individuals to show their support and, in return, receive trial coupons for Scott Naturals® Tube-Free.

Consumers got the message. We generated 6.3 million pledges, 18,000 media stories and 113 million impressions over the 10-week campaign. Sales in New York, an initial test market prior to the national launch, were up 41% in the weeks following the event and repeat sales more than doubled. Today the giant structure is exhibited permanently in the Children’s Museum of Manhattan – a reminder to future generations of a simple way to wipe out an unnecessary household waste.

A three-story “story” to help America “see double”

We built a three-story replica of the Empire State Building using 14,000 tubes, roughly the number of tubes that New Yorkers throw away every 15 minutes. We strategically installed it a few blocks from the Empire State Building, in clear line of sight.

On the morning of the reveal, crowds and media flocked to the structure, where celebrity sustainability expert Carter Oosterhouse dispensed “Green Bathroom Tips.” The nation woke up to coverage on Wake Up with Al, Parents.com, OK! TV, and PopSugar TV.

We launched the pledge drive to #TossTheTube on site and online at www.scottbrand.com. Consumers taking the pledge were rewarded with a Scott Naturals® Tube-Free coupon – which grew in value as pledges increased nationwide.

Scott’s 32,000-strong advocacy group, the “Simply Scott Squad,” amplified the pledge drive by hosting a Twitter Party to accelerate pledges.

In other top markets we provided media with creative images of city skylines reconstructed with TP tubes to generate more coverage.

Scott Naturals® Makes the Environmental Honor Roll

• The 10-week campaign generated 113 million impressions and 18,000 media stories. Some 77.5% of exposure was driven by social media.

• Our pledge drive resulted in 6.3 million consumers pledging to #TossTheTube forever.

• Sales in the New York metro area jumped 41% in the weeks following the event.

• Nationally, over one-third of repeat purchasers have bought Scott Naturals® Tube-Free more than five times in the last nine months.

• The Scott “master” brand has also benefited and beat its original brand equity goals – including national awareness, consideration and performance around key purchase drivers. Research shows the campaign not only drove Tube-Free sales but also increased purchase intent of ALL of Scott’s responsibly resourced products.

Today the three-story “Tubezilla” is installed in the Children’s Museum of Manhattan to serve as a continuing reminder to visiting children of a simple way to reduce environmental waste.