Creative in association withGear Seven
Roll Back 100 Years of Innovation with 'Rustic Weave' Toilet Paper
Advertising Agency
New York, USA
Droga5 NY & Quilted Northern launch new artisanal toilet paper in response to consumer demand for heritage products

Droga5 & Quilted Northern today announced the biggest innovation in toilet paper since the 3-ply roll with the introduction of an artisanal line: Quilted Northern Rustic Weave. The handcrafted, small-batch product will be unlike anything on the market today and establishes the brand as an unlikely entrant into the craft space.

For the Quilted Northern brand, the culture of innovation goes back to its earliest days, when they put toilet paper on a roll and removed its splinters. As the most recent brand campaign “Designed to Be Forgotten” suggests, Quilted Northern intentionally designs its products to make for completely forgettable bathroom experiences. Now, it’s aiming to create something that brings toilet paper into this cultural moment by committing to small-batch design.

“We expect this product to fill a large white space in the toilet tissue category,” said Jason Ippen, senior brand director at Georgia-Pacific. “We know consumers want to connect with their product and have an interest in craftsmanship. We want people to know that small-batch and big-batch are not mutually exclusive. Quilted Northern Rustic Weave is going to be a game-changer in the category."

The path that led to the development of Quilted Northern Rustic Weave was not an obvious one. As the brand’s Consumer Insights Group was looking for inspiration for the next big thing in toilet paper, they discovered a major gap in the market. The demand for simple, handcrafted, heritage products is stronger than ever, but no toilet paper satisfies this growing sector. The teams quickly realized that in order to create the next breakthrough innovation they needed to go back to the drawing board to create something more bespoke.

The launch of Quilted Northern Rustic Weave is being supported by a digital campaign, including a takeover of the Quilted Northern website, social media content and online videos celebrating its bespoke qualities. Consumers are encouraged to visit to learn more about Quilted Northern Rustic Weave, and to check back frequently for additional details about the product and the timing for its availability.

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