Green is a common theme that most companies have recently started promoting. For Marcal paper products, going green is not a new phenomenon—they have been using recycled materials for over 50 years. According to AdWeek’s recent article, “the idea of touting its green roots just occurred to the company last year as the brand’s new owners, Highland Capital Management, did some market research.” The research revealed that “consumers primarily saw Marcal as a value product, but the modern-day family has also expressed a willingness to buy green when three attributes are present: price, performance and sustainability, and Marcal has all of those.”
The nationally broadcast TV spot, recently filmed and edited by Sean Tracey Associates, shows a bird flying into a tree to feed its young. “This tree was not created to become a paper towel. It has bigger jobs to do,” a voiceover says.
So while many companies are still going for bigger, better, and plusher, Marcal’s new advertisement gets consumers to ask themselves “How green is my toilet paper?”
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