Quilted Northern Ultra Soft & Strong® Paper Packaging

Introducing Paper Packaging

In 2022, Quilted Northern Ultra Soft & Strong® became the first premium bath tissue brand to swap traditional poly packaging for paper. The swap was BIG news for the brand. Now, not only is the product made sustainably, the packaging is, too. What’s more—it can also be conveniently recycled in your at-home curbside bin. While the packaging change is pretty obvious at the shelf in-stores, the digital shelf was a different story. It was not immediately clear from product renderings that anything had changed. The brand needed lifestyle photography and a short video for eCommerce to ensure consumers would easily understand that the packaging is now made from paper and is recyclable. So, we led a lifestyle photo and video shoot to support the brand’s new packaging launch.

Results

The photography and video were both successful in helping to communicate the brand’s news—packaging that’s made as sustainably as the product it protects. Showing the packaging being torn open and tossed in a recycling bin was critical to ensuring quick communication at the digital shelf.

Client:

Quilted Northern®