- IN-STORE MARKETING: Smart Flush bag promotion helps draw shoppers to the bath tissue aisle.
- STRENGTH OF BRAND AND ASSORTMENT: Scott Naturals is the first paper product line with high recycled content in all entries.
- SHOPPER INSIGHTS: Translates shopper insights into business solutions.
ASK A CONSUMER which home activities use the most water, and almost half (45%) will incorrectly guess bathing/showering, according to the American Water Works Association.
The correct answer is toilet flushing — a cause for concern (and opportunity) for Kimberly-Clark since its paper products are linked to the activity.
To raise awareness of the issue and help consumers do their part, K-C introduced the Smart Flush bag. Beginning last month, it was given away exclusively on Scott Naturals bath tissue, 8-pack and 12-pack, while supplies last.
The device expands when placed inside a toilet tank, reducing the amount of water consumed in each flush by up to one liter. That works out to about 2,000 gallons annually for a family of four, cutting their water bill and environmental impact.
The Smart Flush bag is a good fit with the Scott Naturals lines, which was lauded by retailers for providing an easy way for shoppers to do their part.
Scott Naturals bath tissues contain 40% recycled fiber; its outer packaging is made from 20% post-consumer recycled plastic, and cardboard cores from 100% recycled fiber.
Merchandised together, the Smart Flush bag and Scott Naturals are piquing interest in the paper aisle.
“The Scott Naturals Smart Flush promotion is designed to draw consumers into the bath tissue aisle and underscore how the Scott Naturals brand makes it easy to take a green step at home without sacrificing quality or paying a premium price,” said K-C spokeswoman Alyson Gomez.
Scott Naturals garners attention for other reasons. It was the first paper product line in the industry to have a relatively high recycled fiber content in all entries, observers note. In addition to bath tissues, Scott Naturals includes paper towels made from 60% recycled fiber, napkins made from 80% recycled fiber and flushable wipes that contain natural aloe vera. The line is expected to grow 40% this year, Gomez said.
Part of its appeal is price. K-C keeps retail cost down by limiting supply chain waste in processes ranging from procurement to distribution.
“Delivering cost savings each year helps offset cost inflation and allows us to invest back into the business with innovation and brand-building,” noted Gomez.
It also allows the manufacturer to dedicate resources to a team that translates shopper insights into business solutions.
“Customer loyalty, market basket [growth] and conversion are all areas of focus for this team,” said Gomez.
COMPANY TO WATCH
PROCTER & GAMBLE: When it comes to its Charmin bath tissue and Bounty paper towel brands, Procter & Gamble will only work with forestry companies who plant or ensure the regrowth of more trees than are used from their forests.
What's more is that plants producing Charmin and Bounty have reduced their energy use by more than 15% in the last three years. The savings are enough to light and heat 100,000 average-sized homes in the U.S. per year.