Who Gives a Crap had successful sold over 300 million rolls of toilet paper... and now it wants to roll out a new hair and body product.
👉Background: If traditional toilet paper brands had an attachment style, it would definitely be avoidant. Rather than talk about toilet paper, they prefer to highlight their cute puppies and feathers on packaging.
👉 What happened: Back in 2010, Who Gives a Crap took a different approach and embraced colourful packaging and playful puns about your bum. And of course, committed to donating 50% of its profits to charity.
👉 What else: Since then, Who Gives a Crap has sold over 300 million rolls of toilet paper and donated nearly $11 million to charity partners. And now, it's rolling out a new hair and body range called, Good Time, with the same profit-for-purpose philosophy.
💡A profit-for-purpose business is a business that aims to achieve a specific social benefit alongside its product. The idea is that companies can create both financial and social value.
💡Who Gives a Crap gives 50% of their profits to charity partners who provide toilets to people who don’t have access to one.
💡 And according to the Strength of Purchase Study, this approach can really work because consumers are:
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