SCOTT NATURALS: SEIZING THE OPPORTUNITY OF A GROWING MARKET
Kimberly-Clark was planning for a 2014 launch of its Scott Naturals toilet paper—the environmentally friendly version without a center tube—and they wanted to gain insights into the growing market of more eco-conscious consumers. The directive was how to tap into the new opportunities while maintaining and enriching the brand's legacy market.
Drawing upon her expertise in the eco-market, Emily was able to provide market insights and brand strategy that amplified the green message while emphasizing the performance of the product--which proved to be a successful strategy.
By doing away with tubes, Scott Naturals conceivably will put a dent in the roughly 17 billion cardboard toilet paper tubes that are thrown away—and not recycled—each year. Along the same lines, Kimberly-Clark has taken other steps to make their products more sustainable. By 2025, the company expects to transition at least half of its wood fiber, which is sourced from natural forests, to alternative fibers.