Where did that sense of irreverence come from and why is it important?
I guess we realised that we were selling one of the most boring products in the world and talking about a really serious issue that was the elephant in the room when it came to global development - while it’s pretty easy and great to talk about giving access to water for the first time at a dinner party, it’s much harder to talk about poop and the challenges of diarrhoea related disease! As a result, sanitation was always this big problem that just wasn’t getting much attention or being solved very quickly. Roughly 40% of the world’s population don’t have access to a toilet. The bad stuff ends up in water which is one of the reasons why diarrhoea-related disease is second largest killer of children under the age of five. To me, that’s kind of bonkers, because we know what the solution is - it’s really straightforward… toilets!
“No one was actually talking about the fact that this is toilet paper and it’s there to wipe your butt.”
We saw that there was an opportunity to break through the taboo nature of the sanitation issue, and to talk about what the product that we are selling is actually for - which is what no other toilet paper company does. They talk about puppies, and pillows and feathers, but no one actually talks about the fact that this is toilet paper and that it’s there to wipe your butt. That’s literally why the product exists.