Title	DUAL PURPOSE FOR A HIGHER PURPOSE
Brand	VIOLETA D.O.O.
Product/Service	VIOLETA TOILET PAPER
Category	F02. Environmental / Social Impact
Entrant	LOGISTIKA VIOLETA D.O.O. Sveti Ivan Zelina, CROATIA
Idea Creation	SAATCHI & SAATCHI CROATIA Zagreb, CROATIA

Name	Company	Position
Ivan Tanić	Saatchi&Saatchi Croatia	Creative Director
Ivan Pavičić	Saatchi&Saatchi Croatia	Senior Copywriter
Nebojša Cvetković	Saatchi&Saatchi Croatia	Art Director

Background

SITUATION: The amount of packaging waste that’s left behind by consumption is a serious threat to our environment. In the EU-28 a total of 78.9 million tonnes of packaging waste is generated every year because brands do not care abut improving it, or designing it in a more sustainable way. BRIEF: Design a new packaging for new Violeta toilet paper made from 100% recycled paper. OBJECTIVES: Create awareness about new product and about Violeta brand as a environmentally friendly company. BUDGET: No advertising or promotion budget was available. PROJECT SCALE AND VOLUME: Initially 200.000 SKU's of new toilet paper was planned to be produced for selected retailers only.

Describe the creative idea (40% of vote)

Besides serving as a packaging, we created a packaging that also serves as a 100% recyclable bin bag. Its dual use has a higher purpose because we believe that packaging does not have to be wasted. Instead, it can be used for waste disposal. Our target audience were people willing to pay small premium price for eco-friendly product. Because of production costs our toilet paper was 20% more expensive than market average.

Describe the execution (40% of vote)

In cooperation with client we found a simple solution for our dual purpose packaging idea - we integrated a closing strap found on purchased bin bags in to standard toilet paper packaging. Initially we produced a total of 200.000 units for selected retailers. Product on retailers shelfs was the only communication tool we had available.

List the results (20% of vote)

In just over 2 weeks 200.000 units were sold almost instantly. At the beginning of the project its was planned that our toilet paper will be only a one shot project; but because of high demand it is now standard product. It is produced and distributed in all supermarkets in Croatia, Slovenia, Bosina and Macedonia. From this fall it will also be available in Austria, Hungary and Slovakia. The packaging design approach substituted the need for any additional investment in advertising - our dual purpose packaging communicated everything we had to say about our product - that it is 100% eco-friendly. Additionally it is making a real difference, we hope our project will inspire other brands to start rethinking how their own packaging can be designed in a more sustainable way and consumers to start thinking of possibilities to use all sorts of packaging as waste disposal bags.