Charmin’s Stealth Bomber Sustainability Branding

Charmin’s latest ‘So good you can use less’ campaign has accomplished the evasive Bermuda Triangle of sustainability branding – ecology, economy and quality.  The campaign concept is that each sheet of Charmin toilet paper is so soft and thick that you can use fewer sheets to accomplish the same, um, job.  This communicates the quality of the product to the consumer and the economy of using and buying less toilet paper.  It also, simultaneously explains its sustainability.  It is important to note that Charmin is not ‘leading’ with green here, but is still leading with its core value proposition quality (softness + strength). But, the green is still an important, underlying benefit.  This inconspicuous, authentic message is effective sustainability branding at its best.

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