Eco-friendly, purpose-driven toilet paper brand Who Gives A Crap has launched ‘The Earth Edition’, a limited-edition bamboo toilet roll celebrating our world, using toilet paper made to help protect it, ‘The Earth Edition’ is now available in 247 Tesco stores nationwide, with 50% of profits donated to Who Gives A Crap’s partners working to provide clean water and access to toilets worldwide.
Priced at £12.25 RRP, ‘The Earth Edition’ is a 12-pack of Who Gives A Crap’s 100% bamboo toilet paper, individually wrapped in striking photography inspired by the natural world. From flying frogs and flamboyant fungi to Iceland’s Fagradalsfjall volcano, the designs bring some of the planet’s most extraordinary sights into the bathroom.
What starts as a celebration of the natural world carries a more urgent reminder. While the planet’s wonders may feel infinite, its resources are not. At the current rate of deforestation, the world’s rainforests — home to more than half of all species on Earth — could be gone by 2100. By choosing sustainable materials such as fast-growing bamboo, Who Gives A Crap has helped keep the equivalent of over 843,000 trees* rooted right where mother nature intended.
The ‘Earth Edition’ launch is the latest in a line of successful limited editions for the brand, including its Christmas range, ‘The Sweet Edition’, which generated meaningful category growth. The Sweet Edition was the brand’s strongest retail limited edition performance to date, 47%** of sales were incremental to the toilet paper category, with 35%** from shoppers new to the category in the last 6 months, recruiting new shoppers to the aisle.
Who Gives A Crap’s limited editions are a powerful mechanism for driving excitement in a habitual category and offering customers a moment of joy through an everyday product in a way that feels distinctive and unmistakably Who Gives A Crap.
Anna Dominey, UK general manager at Who Gives A Crap, said: “At Who Gives A Crap, we believe in the power of finding joy and meaning in the mundane and everyday. The Earth Edition brings the beauty of the natural world into an unexpected place (your bathroom!), while reminding people that even small habitual choices matter. By choosing this 100% bamboo toilet paper, shoppers can turn a daily habit into a positive win for the planet’s natural resources.”
The Earth Edition is made from our extra strong (100%) bamboo toilet paper and comes in plastic free packaging. Pick one up at your local Tesco store, or online at Tesco.com, and celebrate our world with toilet paper made to protect it.
