Brand Packaging

Regional USA > Scotts Natural Tube-Free bath tissue

November 2, 2010
Kimberly Clark introduces Scotts Natural Tube-Free bath tissue, the first toilet paper in the US without the cardboard tube. 



According to Kimberly Clark, American households use approximately 17 billion bath tubes annually, which is equivalent to 160 million pounds of material. To decrease this waste and help consumers improve the environment, Kimberly Clark introduces Scotts Natural Tube-Free bath tissue, the first toilet paper in the US without the cardboard tube. The tube-free tissue dispenses the same way as the traditional product, easily fits on standard spindles and is priced the same as current Scott Naturals bath tissue with the tube.

“Scotts Natruals Tube-Free bath tissue performs as well as traditional rolled toilet paper-while reducing material in the waste stream,” says Doug Daniels, brand manager of strategy and innovation for the Scott brand.

While the tube on the traditional product is recyclable, Scott’s research revealed that 85 percent of consumers throw the tube out with the trash most often. The tube-free bath tissue is currently being tested exclusively at select Walmart and Sam’s Club stores in the Northeast and will be supported with a comprehensive marketing campaign.

Launch
November 2010

Package Design 
Kimberly Clark, www.kimberly-clark.com; Leibold, www.leibold.com