Caboo
It’s Up to Us to Save Our Butts! Making wiping green for the mainstream.
Category: Fill in category here
Services: Branding, packaging
Brand strategy: Julie Kucinski
Product photography: Lilia Cretcher
The situation
A category pioneer was getting crowded with new competitors. Yet even most eco-shoppers ignore green paper products. The eco impact is often estoeric (25,000 tons of carbon is what?!) and we assume the feel is more sandpaper than Charmin-squish.
Yet the average family uses two trees of paper a year and america uses 50% of the earth’s paper towels.
The strategy
We decided to embrace reality.
Key ideas:
Free the Tress
Repurpose grew by getting distribution, not by marketing. Pre-rebrand, we conducted a Simmons/MRI study, survey and Facebook ad tests to find some surprising markets and messaging that cut through the green-leaf cliches. (p.s. the ads ran with good ROI for over a year.)
Balancing Performance + Permission + Purpose as pillars, we helped shape a new brand from insight through web site.
Sampling of the old Caboo branding
Us vs Them for quick reads on impact - including water use not just trees
Making the reality surprising & visceral so folks don't tune out
Bringing "yay you" in vs. just gloom, doom or guilt
Our owl mic-drops truth. Our trees & animals recognize the impact 1 person CAN do
Directed & concepted all photo & vid for storytelling asset library
