“The word ‘crap’ takes a bit of getting used to”: How to be creative while selling toilet paper
It’s hard to strike a balance between creativity and doing genuine good in the world – especially while marketing a product with an offensive word in the title. Who Gives A Crap’s creative head, Vanessa Morrish, explains the challenges of building a global toilet roll brand.
As head of creative for toilet paper brand, Who Gives A Crap, Vanessa Morrish has a challenging job, which involves trying to navigate a brand with ‘crap’ in the title, speaking to serious issues like sanitation without being sanctimonious, and market toilet rolls in overseas markets.
Speaking to Mumbrella, she steps through a few of the challenges that come with building a global brand from the bathroom floor up.
How do you approach creativity at Who Gives A Crap when speaking to serious issues such as the sanitation crisis?
