Back
~
1
min read
· Posted on
February 21, 2024

Who Gives a Crap has been rollin' with toilet paper, but now it wants to clean your hair too

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.

What's the key learning?

  • Who Gives a Crap has sold over 300 million rolls of toilet paper and donated nearly $11 million to charity partners.
  • A profit-for-purpose business is a business that aims to achieve a specific social benefit alongside its 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.

What's the key learning?

💡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:

  • Four times more likely to buy from a profit for purpose brand
  • Four and a half times more likely to recommend the brand to other people

Ready to win at money?

Sign up for Flux and join 100,000 members of the Flux family

A button to App StoreGoogle Play store button
Excellent  4.9 out of 5
Star rating
No items found.