After a test period in some U.S. markets, Kimberly-Clark has made bath tissue rolls without the inner cardboard tube available across the U.S.
This innovative product eliminates the cardboard tube that has been the central fixture of rolled toilet paper for more than 100 years. The company claims that 17 billion toilet paper tubes are thrown away each year, which is enough to fill the Empire State Building twice. Thus, it is billing tube-free bath tissue as a way for consumers “to take small steps to make a big impact on the environment”
“Kimberly-Clark is thrilled to be able to release Scott Naturals Tube-Free bath tissue nationally, providing consumers across the country with a product that contributes to a better, cleaner world, without sacrificing quality," said Jared Mackrory, brand manager for Scott Brand. “Imagining the environmental impact of 17 billion tubes – enough to fill the Empire State Building twice – is hard to do. That's why we brought the concept to life by creating a 30-foot replica in the middle of Manhattan."
The replica is just one component of the national launch which is supported by advertising and an online consumer pledge. Consumers are encouraged to take an online pledge to “toss the tube" at www.ScottBrand.com and share their commitment on social media using the hashtag #TosstheTube. In return, consumers will receive a progressive coupon that increases in value as the number of pledges increase.
Kimberly-Clark brands inlcude Kleenex, Scott, Huggies, Pull-Ups, Kotex and Depend.