Cascades leverages its eco cred

Cascades has launched a national TV campaign pushing its 100% recycled bathroom tissue and paper towel.

Cascades has launched a national TV campaign pushing its 100% recycled bathroom tissue and paper towel.

The Kingsey Falls, Que.-based company is riding the wave of a recent study by Ottawa-based TerraChoice Environmental Marketing on greenwashing that found its paper towels to be the only product out of 1,018 tested to really meet its green claims.

In two TV spots, Cascades asks Canadians to change their ‘environmentality.’ The ads, by Harry & Co. of Montreal, feature children whispering the line ‘It’s time for a change’ through an empty bathroom or paper towel roll. The bathroom product spot calls for consumers to ‘save 61,000 trees’ by switching, while the paper towel spot points out that the ‘ecological manufacturing process’ saves seven litres of water with each roll.

The campaign expands on one that ran last year to relaunch the product line under the new name ‘Cascades Enviro 100% Recycled,’ says Jocelyne Pinsonneault, VP marketing, Cascades tissue group. ‘This year we say, ‘It’s time for a change,’ so all the messages turn around that. It’s time to change your roll, it’s time to change your brand, it’s time to change the way you act on the environment.’

The spots run for six weeks this spring and another eight weeks later this summer in prime-time slots on mainstream and specialty channels to support expanded distribution outside Quebec. ‘In Quebec our aided awareness would be close to 80 or 90[%], but in the rest of Canada Cascades is not well known,’ says Pinsonneault. ‘We have distribution in Western Canada now and in Ontario, and the goal is to increase our awareness and, of course, sales and market share.’

The TV campaign drives consumers to the existing website, simplegreenaction.ca, which has been updated with a blog and a contest to win one of 10 Toyota Prius hybrid cars. And on Earth Day, Cascades squads kicked off a summer-long street campaign by reaching out to mass or ‘light green’ consumers in Wal-Mart parking lots with environmentally savvy facts and tips.