How Who Gives A Crap Advertises on Meta

# Ad summary An image ad featuring Who Gives a Crap toilet paper. The ad encourages the viewer to replace toilet paper fluff with 100% bamboo toilet paper. # Brand positioning Who Gives a Crap is presented as a sustainable and eco-conscious brand that offers an alternative to traditional toilet paper. The brand's focus on 100% bamboo toilet paper suggests a commitment to environmentally friendly practices. By addressing the issue of toilet paper fluff, the brand implies a dedication to cleanliness and hygiene while aligning with a modern consumer base who values both sustainability and quality in their household products. # Product The featured product is Who Gives a Crap 100% bamboo toilet paper, an environmentally conscious alternative to traditional toilet paper. It is presented as a solution to the common issue of toilet paper fluff. The packaging includes a variety of black and white designs and each roll is labeled with the brand name. The ad aims to position the toilet paper as a practical and responsible choice for consumers who prioritize sustainability and cleanliness. # Visual style The ad features a clean, well-lit aesthetic. The top half of the image shows a real-life scenario, contrasting with the studio-shot feel of the bottom half. The use of bright, solid colors and bold typography enhances scannability. # Hooks Headline: Ditch toilet paper fluff for good # Funnel stage Top of funnel (Awareness) # Pain points The primary pain point addressed is the annoyance and mess caused by toilet paper fluff. # Value propositions - Switch to 100% bamboo toilet paper # Benefits - Ditch toilet paper fluff for good # Features - 100% bamboo toilet paper # Call to action None used. # Social proof - None used. # Point of view - Customer: The top half of the ad focuses on the user experience of cleaning up toilet paper residue, establishing a relatable problem. - Brand: The bottom half of the ad focuses on presenting the toilet paper as an eco-friendly alternative with appealing packaging. # Storyline - The ad opens with a close-up shot of someone cleaning a toilet surface with a damp cloth. This is likely intended to highlight the problem of toilet paper fluff that accumulates after use and positions the brand as one that acknowledges the pain point of toilet paper residue from the customer's perspective. - Transitioning from a problem to a solution, the ad presents Who Gives a Crap as an alternative to traditional toilet paper by visually showcasing an array of toilet paper rolls in black and white packaging, emphasizing the brand's unique product and design from the brand's perspective. - The ad uses copy such as, "Switch to 100% bamboo toilet paper" to reinforce the central message of environmental responsibility. This copy invites the viewer to consider an alternative to conventional toilet paper, framing Who Gives a Crap as a superior choice from the brand's perspective.

# Ad summary This ad promotes Who Gives A Crap toilet paper with a focus on sustainability and cost-effectiveness. It uses a first-person perspective to show the rolls and claims about how long the toilet paper lasts, emphasizing the brand's eco-friendly aspects and cost savings. # Brand positioning Who Gives A Crap is positioned as a sustainable and cost-effective alternative to traditional toilet paper brands. The brand aims to occupy a space in the consumer's mind as an eco-friendly option. The values associated with the brand align with environmental consciousness and practicality. The brand distinguishes itself by emphasizing its 100% bamboo and recycled paper packaging, pushing against the norms of traditional toilet paper packaging. The brand's positioning is both functional (sustainability, cost savings, longer rolls) and emotional (feeling good about helping the environment). # Product Who Gives A Crap toilet paper is marketed as an eco-friendly alternative made from 100% bamboo, offering premium 3-ply softness and ultra-strong mega rolls. The product is for environmentally conscious consumers looking for sustainable household products. Each roll is claimed to be 2x longer than normal rolls. The packaging is wrapped in recycled paper. The product's unique selling points include its sustainability, cost-effectiveness, and longer-lasting rolls. The ad addresses the purchase barrier of perceived higher cost by highlighting the cost savings due to the longer rolls. The ad tells the viewer that this product is worth buying because it lasts longer, is environmentally friendly, and can save them money. # Visual style The ad has a scrappy, UGC feel with handheld camera shots and a personal, almost diary-like approach using sticky notes. The editing style involves quick cuts and static shots, which keeps the pacing lively. The production quality is a hybrid of UGC and product demo, which supports the authentic, relatable tone. The visual motif involves the use of handwritten sticky notes to convey information, adding a personal touch. The pacing is consistent, with cuts approximately every 1-2 seconds, maintaining a quick rhythm. There is some audio-visual sync, as the changes in visuals are timed to the shifts in information being presented. # Hooks Text overlay: 00:00–00:03 $65 / 00:00–00:03 FOR / 00:00–00:03 1 YEAR / 00:00–00:03 OF TP?? Visual: 00:00–00:03 A hand holds a black and white patterned roll of Who Gives A Crap toilet paper against a blurry green background of trees and a light blue sky. A yellow sticky note is attached to the roll with the handwritten text "$65 FOR 1 YEAR OF TP??". The camera framing is close-up and handheld, with slight movements. # Funnel stage Consideration # Pain points The pain point addressed is the high cost of toilet paper and the need for a sustainable option. "Living alone, I spend $200/yr on TP..." # Value propositions - Save money by buying in bulk with 48 rolls per box - Get 2x longer rolls for added longevity - Sustainable choice with 100% bamboo toilet paper - Enjoy premium softness with eco-friendly bamboo # Benefits - Cost savings - Eco-friendly - Sustainable # Features - 100% bamboo toilet paper - Wrapped in recycled paper - Premium 3-ply softness - 2x longer than normal rolls - 48 rolls in a box # Call to action GET 6 FREE ROLLS # Social proof - "So, I TRIED IT" – Male 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer who tried the brand, showing their experience and results using sticky notes and product demos. # Storyline - 00:00–00:03 00:00–00:03 The ad starts by showing a hand holding a toilet paper roll with a sticky note that says "$65 for 1 year of TP??". This is meant to grab the viewer's attention and introduce the main claim about cost savings. - 00:03–00:06 00:03–00:06 The ad shows a toilet paper roll with a note that says "Living alone, I spend $200/yr on TP...", highlighting the expense of toilet paper, setting up the problem of high annual costs and establishing a relatable scenario. - 00:06–00:13 00:06–00:13 The ad shows a tablet with a note "THIS BRAND CLAIMED SOMETHING CRAZY" pointing to an ad about Who Gives A Crap stating "1 box = 1 year", which introduces the brand and its value proposition. It also states, "So, I TRIED IT." - 00:13–00:17 00:13–00:17 The ad presents a product demonstration with a roll of Who Gives A Crap toilet paper and a sticky note that says "2x LONGER THAN NORMAL ROLLS!", emphasizing the increased value and longevity of the product. This is a continuation of the "I tried it" moment. - 00:17–00:24 00:17–00:24 The ad shows a Who Gives A Crap container with a note saying "100% BAMBOO" and "WRAPPED IN RECYCLED PAPER", highlighting the product's eco-friendly materials and packaging, reinforcing the brand's sustainability positioning. - 00:24–00:33 00:24–00:33 The ad does a calculation: 1 box (48 Rolls) ÷ 12 months = 4 Rolls PER MONTH, and concludes with the same roll and note from the start: 1 YEAR LATER I ONLY SPENT $65 ON TP, which visually demonstrates the longevity and value of Who Gives A Crap. - 00:33–00:37 00:33–00:37 The ad presents the Who Gives A Crap logo and offer: GET 6 FREE ROLLS, CODE: 6FREEFORYA, ending the ad with a direct call to action and a clear incentive to purchase, encouraging immediate conversion.

# Ad summary This ad promotes Who Gives A Crap toilet paper, highlighting a limited-time offer where customers can get six free rolls with the purchase of a 48-roll box. The ad features various individuals showcasing the product in their bathrooms, emphasizing the convenience of delivery and the aesthetic appeal of the toilet paper's packaging. # Brand positioning Who Gives A Crap is presented as a modern, eco-conscious brand that offers sustainable toilet paper with a playful and design-forward aesthetic. The brand aims to disrupt the traditional toilet paper market by combining environmental responsibility with stylish packaging and a touch of humor. It positions itself as a convenient and aesthetically pleasing alternative to conventional brands, appealing to consumers who value sustainability and design. # Product Who Gives A Crap offers 100% bamboo toilet paper that is delivered directly to the customer's door. The product is known for its sustainability, stylish packaging, and convenience. The ad highlights a special offer where customers receive six free rolls with the purchase of a box of 48 rolls, which is stated to last up to one full year. The toilet paper is presented as a way to improve the bathroom's aesthetic while also being environmentally friendly. The ad addresses the pain point of running out of toilet paper by offering a bulk purchase option with home delivery. # Visual style The ad has a bright and cheerful aesthetic, with a mix of clean, modern bathrooms and colorful, eclectic spaces. The editing style is quick and upbeat, with fast cuts between different scenes and people. The production quality is polished, giving the ad a professional feel while still maintaining a relatable, UGC-style vibe. The pacing is fast, with cuts timed to the voiceover and music, creating a sense of energy and excitement. # Hooks Spoken: Female 1: This is how I got free toilet paper from Who Gives A Crap. Text overlay: GET 6 FREE ROLLS ~ Use Code 6FREEFORYA (blue banner) Visual: 00:00–00:02: A woman opens a large cardboard box filled with Who Gives A Crap toilet paper rolls. The rolls are individually wrapped in black and white patterned paper. The background is a white tiled wall and light-colored cabinets. Text overlay: "GET 6 FREE ROLLS ~ Use Code 6FREEFORYA" (blue banner). # Funnel stage Consideration # Pain points The ad addresses the pain point of running out of toilet paper and the inconvenience of buying it from the store. It also subtly addresses the desire for a more aesthetically pleasing bathroom. # Value propositions - Convenient delivery of sustainable toilet paper - Enhance your bathroom's aesthetic with stylish packaging - Long-lasting supply with a bulk purchase # Benefits - Get six rolls for free when you buy a box of 48 - Lasts up to one full year - My bathroom has never looked better - My bum has never been happier # Features - 100% bamboo toilet paper - Stylish packaging - Delivered to your door # Call to action Grab yours now at whogivesacrap.org # Point of view - Customer 80% – The ad is primarily told from the perspective of satisfied customers who are showcasing the product in their homes and sharing their positive experiences. - Brand 20% – The brand's voice is present through the on-screen text and offer details, providing information about the product and promotion. # Storyline - 00:00–00:02 The ad begins with a woman showing a large box of Who Gives A Crap toilet paper, emphasizing the quantity and the offer of free rolls. - 00:02–00:04 The ad transitions to showcasing the product's packaging and design, highlighting its aesthetic appeal. - 00:04–00:08 The ad explains the deal: get six free rolls when you buy a box of 48, which lasts up to one full year. - 00:08–00:12 The ad shows various bathrooms with the product displayed, emphasizing how it enhances the bathroom's look. - 00:12–00:19 The ad reiterates the convenience of having toilet paper delivered and urges viewers to take advantage of the limited-time offer.

# Ad summary This ad promotes an essentials bundle from Who Gives a Crap, highlighting a discounted price. # Brand positioning Who Gives a Crap is presented as a brand that offers sustainable toilet paper made from 100% bamboo. The brand's name and playful packaging suggest a lighthearted and unconventional approach to a traditionally mundane product category. By emphasizing eco-friendliness and a fun brand personality, Who Gives a Crap aims to appeal to consumers who value sustainability and a touch of humor in their everyday purchases. The brand positions itself as a responsible and enjoyable alternative to traditional toilet paper brands. # Product The ad features an "Essentials bundle" from Who Gives a Crap, which includes several of the brand's paper products. The bundle includes rolls of toilet paper, a box of tissues, and a roll of paper towels. The toilet paper is made from 100% bamboo, emphasizing its eco-friendly nature. The products are packaged in distinctively designed wrappers and boxes, featuring bold patterns and the brand's name. The ad highlights a discounted price of $87.20, reduced from the original price of $109, making the bundle more attractive to potential buyers. The variety of products included in the bundle suggests a comprehensive solution for household paper needs. # Visual style The ad features a clean, studio-shot aesthetic with bright, contrasting colors. The product arrangement is neat and organized, emphasizing the variety of items in the bundle. The image treatment includes background removal and color grading to enhance the visual appeal. The typography is large and bold, making the text easily scannable. The overall style is playful and modern, aligning with the brand's unconventional identity. # Hooks Headline: Essentials bundle # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Discounted price for the 'Essentials bundle' ($87.20, reduced from $109) # Benefits - None used. # Features - 100% Bamboo Toilet Paper # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire image is presented from the brand's perspective, showcasing its products and value proposition. # Storyline - The ad opens by showcasing the 'Essentials bundle' and its discounted price, immediately drawing attention to the value proposition. The brand is telling the audience that they can save money on essential products. - Next, the ad displays the various products included in the bundle, such as toilet paper rolls, a tissue box, and a roll of paper towels. The brand is showing the audience the variety and completeness of the bundle. - Finally, the ad emphasizes the brand's name and the eco-friendly nature of the products, reinforcing the brand's identity and values. The brand is reminding the audience of its unique selling points and commitment to sustainability.

# Ad summary This ad promotes Who Gives a Crap toilet paper, offering 6 free rolls with a purchase using a provided discount code. It highlights the product's bamboo composition and strength. # Brand positioning Who Gives a Crap positions itself as a sustainable and playful brand in the toilet paper market. The brand emphasizes its commitment to environmental responsibility by using 100% bamboo, appealing to eco-conscious consumers. The brand's tone is lighthearted and cheeky, as reflected in its name and the playful patterns on its packaging. This approach differentiates it from traditional, more serious brands in the category, aiming to make a mundane product more engaging and fun. # Product The product being advertised is Who Gives a Crap toilet paper, made from 100% bamboo. The ad highlights that the toilet paper is "super soft and strong." The toilet paper rolls are individually wrapped in black and white patterned paper with the brand name displayed on a gold circular label (on-package label text) that reads "who gives a crap." The ad addresses the purchase barrier of cost by offering 6 free rolls with the use of a discount code, making it more appealing for customers to try the product. # Visual style The ad has a clean and playful visual style. It features a bright, solid orange background with light green text and white accents. The product is prominently displayed in the center, with clear and simple annotations highlighting its key features. The overall aesthetic is modern and eye-catching, designed to stand out in a social media feed. # Hooks Headline: Claim your 6 free rolls!* # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the cost of sustainable toilet paper by offering 6 free rolls, making it more accessible and appealing to potential customers. # Value propositions - 6 free rolls with code 6FREEFORYA - 100% bamboo toilet paper that is super soft and strong # Benefits - 6 free rolls # Features - 100% bamboo - Super soft and strong # Call to action Use code: 6FREEFORYA # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, promoting its product and offering incentives for purchase. # Storyline - The ad starts by grabbing attention with an offer of "Claim your 6 free rolls!*", immediately drawing the viewer in with a tangible benefit. This is told from the brand's perspective, aiming to incentivize a purchase. - Next, the ad highlights key product features, such as "100% bamboo" and "Super soft and strong", informing the viewer about the product's quality and sustainability. This is told from the brand's perspective, building trust and credibility. - The ad concludes with a clear call to action, "Use code: 6FREEFORYA", providing the viewer with a direct way to take advantage of the offer. This is told from the brand's perspective, driving conversion.

# Ad summary This image ad for Who Gives a Crap promotes an offer for 6 free rolls of toilet paper with a purchase. It highlights the brand's money-back guarantee and the convenience of no subscription being necessary. # Brand positioning Who Gives a Crap positions itself as a sustainable and ethical toilet paper brand. The brand stands out with its colorful and playful packaging, contrasting with the plain white packaging of traditional toilet paper brands. The brand emphasizes its commitment to social responsibility by donating a portion of its profits to build toilets and improve sanitation in developing countries. The brand aims to occupy a space in the consumer's mind as a fun, eco-friendly, and socially conscious alternative to traditional toilet paper. # Product Who Gives a Crap offers toilet paper made from sustainable materials like bamboo and recycled paper. The toilet paper is packaged in brightly colored paper wrappers with unique patterns, setting it apart from standard white toilet paper. The product is marketed towards consumers who are environmentally conscious and appreciate fun, quirky design. The ad highlights that there is "No subscription necessary" and a "100% money back guarantee", addressing potential purchase barriers related to commitment and risk. The ad promotes an offer of "6 free rolls" with a purchase, incentivizing customers to try the product. # Visual style The ad has a clean and bright visual style with a focus on the colorful packaging of the product. The production quality appears to be studio-shot. The image treatment includes bright lighting and color grading to enhance the vibrancy of the colors. The typography is large and bold, making it easily scannable. The overall style is playful and eye-catching, designed to stand out in a social media feed. # Hooks Headline: Score 6 free rolls!* # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of commitment and risk associated with subscription services and new product trials. The phrases "No subscription necessary" and "100% money back guarantee" directly counter these concerns. # Value propositions - Sustainable toilet paper with fun, colorful designs - Risk-free purchase with a money-back guarantee - Convenient purchase with no subscription required - Get 6 free rolls with a purchase # Benefits - Get 6 free rolls with a purchase - Convenience of no subscription - Risk-free purchase with money-back guarantee # Features - Toilet paper made from sustainable materials - Colorful and patterned packaging - No subscription necessary - 100% money back guarantee # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the offer, guarantees, and call to action to the customer. - Neutral: The product is displayed in a visually appealing way. # Storyline - The ad starts by grabbing attention with the offer of "Score 6 free rolls!", immediately drawing the viewer in with a compelling incentive. This is told from the brand's perspective to highlight the value proposition. - The ad then reassures potential customers by stating "No subscription necessary" and "100% money back guarantee", addressing common concerns about commitment and risk. This is told from the brand's perspective to build trust and reduce purchase barriers. - The ad showcases a stack of Who Gives a Crap toilet paper rolls in various colorful and patterned wrappers, visually emphasizing the brand's unique and playful aesthetic. This is shown from a neutral perspective to highlight the product's visual appeal. - The ad provides a call to action by displaying "USE CODE: 6FREEFORYA" in a pink circle, encouraging viewers to take advantage of the offer. This is told from the brand's perspective to drive immediate action. - The ad includes a disclaimer stating "*Discount equivalent to price of 6 rolls on a 48 pack purchase. See website for full T&Cs.", providing transparency about the offer's conditions. This is told from the brand's perspective to ensure clarity and manage expectations.

# Ad summary This ad promotes Who Gives a Crap's bundle and save offer. The ad shows a hand placing different products from Who Gives a Crap on a blue and white tiled surface in front of a green background. The products include paper towels, toilet paper, and tissue boxes. The ad states that you can get all of this for less than $88 and save 20% when you bundle. # Brand positioning Who Gives a Crap is presented as a brand that offers a variety of paper products, including toilet paper, paper towels, and tissues. The brand is positioned as affordable, with the ad highlighting that you can get a large amount of product for a low price. The brand uses playful language and visuals, aligning with a fun and lighthearted tone. The brand pushes against category norms by using colorful and patterned packaging, making their products stand out from traditional, plain packaging. # Product The ad features a bundle of paper products from Who Gives a Crap, including 12 paper towels, 24 rolls of toilet paper, and 12 tissue boxes. The paper towels come in a green roll with a white pattern. The toilet paper is individually wrapped in black and white patterned paper. The tissue boxes are colorful and feature unique designs. The ad highlights that you can get all of these products for less than $88, emphasizing the affordability and value of the bundle. The ad addresses the purchase barrier of cost by showcasing the large quantity of products offered at a low price. # Visual style The ad has a bright and playful aesthetic with a clean, minimalist background. The editing style is simple with static shots and smooth transitions. The production quality is polished, giving it a commercial feel. The pacing is consistent throughout the ad. # Hooks Spoken: 00:00–00:07 [Upbeat and enthusiastic] A huuuge amount of stuff for a teeny-tiny price. Get all this for less than $88. Text overlay: 00:00–00:02 A huuuge amount of stuff / 00:02–00:04 for a teeny-tiny price / 00:03–00:07 12 paper towels / 00:03–00:07 24 rolls of TP / 00:05–00:07 12 tissue boxes / 00:05–00:07 Get all this for less than $88 Visual: 00:00–00:02 A hand places a blue wire basket filled with four packages of Who Gives a Crap toilet paper on a blue and white tiled surface. The background is a solid green wall. The toilet paper packages have different black and white patterns. Text overlay: "A huuuge amount of stuff". / 00:02–00:04 The hand places a green roll of Who Gives a Crap paper towels and a single roll of toilet paper on the tiled surface. Text overlay: "for a teeny-tiny price". Arrows point to the paper towels and toilet paper with text: "12 paper towels" and "24 rolls of TP". / 00:04–00:07 The hand places a stack of three colorful Who Gives a Crap tissue boxes on the tiled surface. Text overlay: "Get all this for less than $88". An arrow points to the tissue boxes with text: "12 tissue boxes". # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high costs associated with purchasing paper products in bulk. The ad states, "Get all this for less than $88." # Value propositions - A huuuge amount of stuff for a teeny-tiny price: This highlights the value of getting a large quantity of products at an affordable price. - Bundle and save 20%: This offers a clear incentive to purchase multiple products together. # Benefits - Get all this for less than $88 - Bundle and save 20% # Features - 12 paper towels - 24 rolls of TP - 12 tissue boxes # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing their products and offers. # Storyline - 00:00–00:02 The ad begins by showing a hand placing a wire basket filled with toilet paper rolls on a blue and white tiled surface in front of a green background. - 00:02–00:04 The ad then shows the hand placing a roll of paper towels and a roll of toilet paper on the surface. - 00:04–00:06 Next, the hand places a stack of tissue boxes on the surface. - 00:07–00:12 The ad concludes with the Who Gives a Crap logo and a message about bundling and saving 20%.

# Ad summary This ad promotes Who Gives a Crap, a brand that sells 100% bamboo toilet paper and tissues. The ad showcases the brand's colorful packaging and highlights the offer of free shipping on most orders and 20% off when you bundle. # Brand positioning Who Gives a Crap is presented as a sustainable and playful brand that offers 100% bamboo toilet paper and tissues. The brand stands out with its colorful and patterned packaging, which is a departure from the standard, plain packaging of most toilet paper brands. The brand's name and tone suggest a lighthearted and irreverent approach, appealing to consumers who want eco-friendly products without sacrificing style or fun. The brand positions itself as a modern, eco-conscious choice for consumers who care about sustainability and design. # Product Who Gives a Crap offers 100% bamboo toilet paper and tissues. The toilet paper comes in individually wrapped rolls with colorful and unique patterns. The tissues are packaged in small, decorative boxes. The ad highlights that the brand offers free shipping on most orders and a 20% discount when bundling products. The packaging is a key feature, with each product showcasing different vibrant designs. The ad emphasizes the brand's commitment to sustainability by using bamboo, a renewable resource. # Visual style The ad has a clean and bright aesthetic with a focus on showcasing the colorful packaging of the products. The editing is simple with static shots and a straightforward transition. The production quality is polished, giving it a commercial feel. The pacing is consistent, with each shot held long enough to convey the message clearly. # Hooks Text overlay: 00:00–00:02: Bag all this (and more) for less than $88 Visual: 00:00–00:02: A variety of Who Gives a Crap products are displayed on a white surface. The products include toilet paper rolls in colorful, patterned wrappers and tissue boxes. A cardboard box with the brand's logo is in the background. The lighting is bright and even. The camera is stationary. # Funnel stage Bottom of funnel (Conversion) # Pain points None used. # Value propositions - Bag all this (and more) for less than $88 - Score free shipping on most orders - Bundle and save 20% # Benefits - Free shipping on most orders - Save 20% when you bundle # Features - 100% Bamboo Toilet Paper - Colorful and unique packaging # Call to action None used. # Point of view - Brand 100% – The ad is presented from the brand's perspective, showcasing its products and offers. # Storyline - 00:00–00:02 The ad opens with a display of Who Gives a Crap products, including toilet paper rolls and tissue boxes, arranged on a white surface. - 00:00–00:02 Text overlay appears, highlighting the offer to "Bag all this (and more) for less than $88." - 00:02–00:07 The camera zooms in slightly on the products as the music continues. - 00:02–00:07 Another text overlay appears, stating, "Score free shipping on most orders." - 00:07–00:09 The screen transitions to a purple and green background with the brand's logo, "who gives a crap." - 00:09–00:11 Text appears below the logo, stating, "Bundle and save 20%."

# Ad summary This ad compares the experience of buying traditional toilet paper at the store to buying Who Gives a Crap toilet paper online. It highlights the convenience of online shopping and free shipping. # Brand positioning Who Gives a Crap is presented as a convenient and eco-friendly alternative to traditional toilet paper brands. The brand aims to occupy the space of sustainable and ethical consumerism, aligning with values of environmental responsibility and social impact. The brand pushes against the category norm of bland, generic toilet paper by offering a product with playful packaging and a commitment to donating a portion of profits to charity. The brand positioning is both functional (convenient online ordering, free shipping) and emotional (feeling good about supporting a sustainable and charitable brand). # Product The product being advertised is Who Gives a Crap 100% Bamboo Toilet Paper. It is presented as an alternative to traditional toilet paper, emphasizing its eco-friendly composition and convenient online ordering. The toilet paper comes in individually wrapped rolls with playful black and white patterns. The rolls are delivered in a cardboard box with the brand name prominently displayed. The ad addresses the purchase barriers of inconvenience and lack of aesthetic appeal by offering online ordering, free shipping on most orders, and visually appealing packaging. # Visual style The ad has a clean and modern visual style, with a split-screen layout and bright, contrasting colors. The production quality is high, with professional product photography and clear typography. The image treatment includes background removal and color grading to create a visually appealing and consistent aesthetic. The ad mimics platform-native styles by using simple text overlays and a straightforward message, making it easily scannable and attention-grabbing in a social media feed. # Hooks Headline: Ewww # Funnel stage Middle of funnel (Consideration) # Pain points The ad highlights the inconvenience and unpleasantness of buying traditional toilet paper at the store. The visual of a shopping cart full of toilet paper in a supermarket aisle, paired with the text "Ewww", signals this frustration. # Value propositions - Skip the queues, get free shipping on most orders* (convenience) - 100% Bamboo Toilet Paper (eco-friendly) # Benefits - Skip the queues - Get free shipping on most orders* # Features - 100% Bamboo Toilet Paper # Call to action None used. # Point of view - Brand: The brand is presenting its product as a superior alternative to traditional toilet paper, highlighting the convenience and aesthetic appeal of Who Gives a Crap. # Storyline - The ad opens with a split screen, contrasting a shopping cart full of traditional toilet paper in a supermarket with a neatly arranged box of Who Gives a Crap toilet paper. This is intended to highlight the inconvenience of buying toilet paper at the store versus the convenience of online ordering, from the brand's perspective. - The left side of the screen features the text "Ewww" above the shopping cart, while the right side features the text "Cuuute" above the box of Who Gives a Crap toilet paper. This is intended to create an emotional contrast between the negative experience of buying traditional toilet paper and the positive experience of buying Who Gives a Crap, from the brand's perspective. - The bottom of the screen features the text "Skip the queues, get free shipping on most orders*", which is intended to further emphasize the convenience of buying Who Gives a Crap online, from the brand's perspective.

# Ad summary This ad promotes Who Gives a Crap toilet paper, highlighting the convenience of having a large supply delivered to your door. The ad emphasizes the softness, strength, and stylish packaging of the toilet paper, as well as the brand's charitable donations. It also includes a limited-time offer of six free rolls on the first order. # Brand positioning Who Gives a Crap positions itself as a convenient and stylish alternative to traditional toilet paper brands. The brand aims to occupy a space in the consumer's mind as a sustainable and socially conscious choice, with 50% of profits donated to help build toilets. The brand aligns with values of convenience, sustainability, and social responsibility. The brand pushes against category norms by offering a subscription service with bulk delivery and stylish packaging, contrasting with the typical supermarket experience. The brand positioning is both functional (convenience, quality) and emotional (social responsibility, style). # Product Who Gives a Crap offers 100% bamboo toilet paper delivered in bulk to your door. The product is marketed towards people who want to avoid frequent trips to the store and have a reliable supply of toilet paper. The toilet paper is described as soft and strong, with rolls that are twice as long as supermarket brands. The product comes in stylish black and white patterned wrappers, which are said to elevate the look of the bathroom. A key USP is the convenience of delivery and the large roll size, which lasts about four months. The ad addresses the pain point of running out of toilet paper and the inconvenience of last-minute store runs. The brand also donates 50% of profits to help build toilets. # Visual style The ad has a polished UGC feel, with bright, natural lighting and clean visuals. The editing style is quick cuts, keeping the pace energetic and engaging. The production quality is high, with clear shots and smooth transitions. The pacing is consistent, with cuts timed to the music beats and voiceover lines. The overall aesthetic is modern and stylish, reflecting the brand's image. # Hooks Spoken: This is your sign to get a big box of 48 rolls delivered to your door. Text overlay: SIGN / 48 ROLLS DELIVERED Visual: 00:00–00:02: A woman in black leggings and brown slippers stands in front of a beige couch and gray wood floors. She is holding a cardboard box labeled "Who Gives a Crap" and dumping rolls of toilet paper wrapped in black and white patterned paper onto the floor. The camera is at a medium shot, slightly angled up. The lighting is bright and natural. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of running out of toilet paper and the inconvenience of last-minute store runs. "No more late night dashes to the shop or panic when you're down to one sad little square." # Value propositions - Convenience: Having a large supply of toilet paper delivered to your door saves time and effort. - Value: Rolls are twice as long as supermarket ones, lasting about four months. - Quality: Soft and strong toilet paper provides a comfortable and reliable experience. - Aesthetics: Stylish packaging elevates the look of your bathroom. - Social Responsibility: 50% of profits are donated to help build toilets. # Benefits - Convenience of having a large supply delivered to your door - Avoids last-minute trips to the store - Stylish packaging elevates the look of your bathroom - Soft and strong toilet paper - Rolls last about four months # Features - 100% bamboo toilet paper - 48 rolls delivered in a box - Rolls are twice as long as supermarket ones - Soft and strong - Stylish black and white patterned wrappers # Call to action Just use the code: 6FREEFORYA # Social proof - "They're the softest, strongest rolls I've ever used, and I love the wrappers. It just levels up the look of my bathroom." – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing the product. # Storyline - 00:00–00:02 00:00–00:02: The ad begins with a woman dumping rolls of toilet paper out of a box onto the floor. This is meant to grab attention and introduce the product in a visually striking way. The perspective is from a customer who is excited to receive their order. The tone is playful and energetic. - 00:02–00:04 00:02–00:04: The woman stacks rolls of toilet paper next to a toilet. This shows how the product can be stored and displayed in a bathroom. The perspective is from a customer who is showcasing the product in their home. The tone is practical and informative. - 00:04–00:07 00:04–00:07: The woman holds up two rolls of toilet paper and then shows the box filled with rolls. This emphasizes the bulk quantity and stylish packaging of the product. The perspective is from a customer who is highlighting the product's features. The tone is enthusiastic and positive. - 00:07–00:12 00:07–00:12: The woman compares the size of the Who Gives a Crap roll to a standard supermarket roll. This demonstrates the value and longevity of the product. The perspective is from a customer who is providing a practical comparison. The tone is informative and persuasive. - 00:12–00:16 00:12–00:16: The woman holds a roll of toilet paper and then shows an empty toilet paper roll. This highlights the convenience of having a large supply and avoiding running out. The perspective is from a customer who is addressing a common pain point. The tone is relatable and reassuring. - 00:16–00:21 00:16–00:21: The woman holds up a roll of toilet paper and then shows the packaging details. This emphasizes the softness, strength, and stylish design of the product. The perspective is from a customer who is highlighting the product's quality and aesthetics. The tone is enthusiastic and positive. - 00:21–00:28 00:21–00:28: The woman stands next to a stack of toilet paper and then holds up the box. This reinforces the brand's message and includes a call to action with a discount code. The perspective is from a customer who is encouraging viewers to try the product. The tone is friendly and persuasive.

# Ad summary This image ad promotes Who Gives a Crap's essentials bundle with a 20% discount. The ad features a variety of the brand's paper products, including toilet paper, paper towels, and tissues, all with the brand's signature colorful and patterned packaging. # Brand positioning Who Gives a Crap is presented as a fun, eco-conscious brand that offers sustainable paper products with a playful aesthetic. The brand stands out with its colorful and patterned packaging, contrasting with the plain, utilitarian look of traditional paper goods. The brand aims to occupy a space in the consumer's mind as a responsible and stylish choice, appealing to those who want to make a positive impact without sacrificing design. The brand's tone is lighthearted and quirky, suggesting that sustainability can be both effective and enjoyable. # Product The ad features Who Gives a Crap's essentials bundle, which includes a variety of paper products. The products include rolls of toilet paper wrapped in colorful patterned paper, a roll of paper towels wrapped in light blue paper with a green cloud pattern, and a box of tissues with a purple and orange striped design. The products are designed to be visually appealing and eco-friendly, made from sustainable materials. The unique selling point is the combination of sustainability and stylish design, making everyday essentials more attractive and environmentally responsible. The ad addresses the purchase barrier of eco-friendly products being unattractive or boring by showcasing the brand's fun and vibrant packaging. # Visual style The ad features a clean, product-focused shot with a bright, pastel color palette. The production quality is high, with well-lit products and a simple background. The visual motif is the colorful and patterned packaging of the products, creating a visually appealing and cohesive image. # Hooks Headline: 20% off # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of eco-friendly products being unattractive or boring. The visual of the colorful packaging signals this frustration. # Value propositions - 20% off our essentials bundle # Benefits - Discount on essentials - Visually appealing products # Features - Essentials bundle - Colorful and patterned packaging # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing its products and promoting a discount. # Storyline - The ad opens with a headline announcing a 20% discount on the essentials bundle, immediately grabbing the viewer's attention with a clear offer. This is from the brand's perspective, aiming to incentivize a purchase. - The focus shifts to showcasing the variety of paper products included in the bundle, highlighting the brand's unique and colorful packaging. This is from the brand's perspective, emphasizing the aesthetic appeal and range of products available. - The ad concludes with a visual display of the products, reinforcing the brand's identity and the value of the bundle. This is from the brand's perspective, solidifying the brand's image and the offer in the viewer's mind.

# Ad summary This ad promotes Who Gives a Crap's essentials starter packs with a 20% discount, highlighting their suitability for smaller homes. # Brand positioning Who Gives a Crap positions itself as a sustainable and eco-conscious brand, offering toilet paper and tissues made from 100% bamboo. The brand's name and playful design suggest a lighthearted and irreverent approach to a traditionally mundane product category. By emphasizing sustainability and a commitment to ethical practices, Who Gives a Crap appeals to consumers who are environmentally aware and looking for alternatives to conventional paper products. The brand aims to occupy a space in the consumer's mind as a responsible and fun choice, pushing against the norms of traditional, often environmentally damaging, paper product companies. The brand positioning is both functional, providing a sustainable product, and emotional, appealing to consumers' values and sense of humor. # Product The ad features Who Gives a Crap's essentials starter packs, which include rolls of 100% bamboo toilet paper and boxes of tissues. The toilet paper rolls come in various patterned wrappers, including black and white polka dots and black and white checkered designs. The tissues are packaged in a rectangular box with purple and orange vertical stripes. The ad highlights that these starter packs are "Perfect for smaller homes," suggesting a compact and convenient solution for those with limited storage space. The products are presented as an eco-friendly alternative to traditional paper products, addressing the purchase barrier of environmental concerns. The ad aims to convince viewers that these products are worth trying or buying because they are sustainable, stylish, and suitable for smaller living spaces. # Visual style The ad features a clean and playful visual style with bright, contrasting colors and a product-focused layout. The production quality appears to be studio-shot with a focus on showcasing the product's unique packaging and design. The visual motifs include bold typography and a simple background that emphasizes the product. The image treatment includes background removal and color grading to create a vibrant and eye-catching aesthetic. The typography is large and bold, making the headline and key messages easily scannable. The overall style is disruptive and high-design, contrasting with the typical norms of the toilet paper category, which often features more generic and less visually appealing imagery. This style is likely intended to increase stop power in the feed and capture the attention of visually-oriented users. # Hooks Headline: 20% off essentials starter packs # Funnel stage Bottom of funnel (Conversion) # Pain points The ad addresses the pain point of limited space in smaller homes, suggesting that the essentials starter packs are a compact and convenient solution. "Perfect for smaller homes" # Value propositions - 20% off essentials starter packs - Perfect for smaller homes # Benefits - Perfect for smaller homes # Features - 100% Bamboo Toilet Paper # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is presenting its product and offer directly to the audience, highlighting its benefits and unique design. # Storyline - The ad opens with a headline announcing a "20% off" discount on "essentials starter packs," immediately grabbing the viewer's attention with a limited-time offer. The brand is telling the audience that there is a special promotion available. - The ad then specifies that the starter packs are "Perfect for smaller homes," targeting a specific audience segment with a relevant need. The brand is telling the audience that the product is suitable for smaller homes. - The ad showcases the product itself, featuring rolls of toilet paper and boxes of tissues in various colorful and patterned wrappers, emphasizing the brand's unique and playful design. The brand is showing the audience the product and its unique design.

# Ad summary This image ad promotes Who Gives a Crap toilet paper, highlighting its softness, eco-friendliness, and recognition from The New York Times Wirecutter. # Brand positioning Who Gives a Crap positions itself as an eco-conscious and humorous brand in the toilet paper market. The brand stands out by offering toilet paper made from 100% bamboo, emphasizing its commitment to reducing deforestation. The brand's tone is playful and irreverent, as suggested by its name and the phrase "Uncrap your toilet paper." This approach likely aims to appeal to consumers who are environmentally aware and appreciate a brand that doesn't take itself too seriously, pushing against the norms of traditional, often bland, toilet paper advertising. # Product The product being advertised is Who Gives a Crap toilet paper, specifically their "Super soft 100% bamboo rolls." The ad highlights that the toilet paper is made from bamboo, which helps reduce deforestation, suggesting an environmentally friendly alternative to traditional toilet paper. The packaging shown is a black and white polka dot wrapper with a gold sticker featuring the brand name. The ad aims to convince viewers that this toilet paper is not only soft but also a responsible choice for the environment. # Visual style The ad has a clean and playful visual style. It features bright, solid colors and simple product shots. The overall production quality appears to be high, with well-lit and composed images. The layout is straightforward, with text and visuals arranged in a clear and easy-to-understand manner. The ad feels modern and approachable, likely designed to stand out in a social media feed. # Hooks Headline: Uncrap your toilet paper with # Funnel stage Middle of funnel (Consideration) # Pain points The ad implies that traditional toilet paper is not environmentally friendly, and that consumers may feel guilty about contributing to deforestation. # Value propositions - Super soft 100% bamboo rolls that help reduce deforestation # Benefits - Helps reduce deforestation # Features - Super soft 100% bamboo rolls # Call to action None used. # Social proof - As Featured in The New York Times Wirecutter - 2025 # Point of view - Brand: The brand is communicating the benefits and features of its toilet paper, emphasizing its softness, eco-friendliness, and recognition. # Storyline - The ad opens with a playful invitation to "Uncrap your toilet paper," immediately grabbing attention with a humorous tone. The brand is telling the audience that they can upgrade their toilet paper experience with a product that's different and better. - The ad highlights the product's key feature: "Super soft 100% bamboo rolls." The brand is emphasizing the comfort and quality of their toilet paper, while also introducing the eco-friendly material. - The ad points out that the product "Helps reduce deforestation," appealing to environmentally conscious consumers. The brand is showcasing the positive impact of choosing their product, aligning with values of sustainability. - The ad includes a badge indicating that the product was "As Featured in The New York Times Wirecutter - 2025," building credibility and trust. An external source is lending its authority to the product, suggesting it's a well-regarded and reliable choice.

# Ad summary This ad promotes Who Gives a Crap, a brand that sells sustainable household paper products. The ad showcases a bundle of toilet paper, paper towels, and tissues, highlighting the cost savings and free shipping. The ad uses a bright, playful visual style and emphasizes the brand's name and logo. # Brand positioning Who Gives a Crap is presented as a sustainable and playful brand that offers household paper products. The brand name itself is cheeky and attention-grabbing, suggesting a willingness to challenge norms in a traditionally mundane category. The use of bright colors and bold fonts in the branding and packaging further reinforces this playful tone. The brand emphasizes its commitment to sustainability by highlighting that its products are made from 100% bamboo toilet paper. The brand aims to occupy a space in the consumer's mind as an eco-friendly and fun alternative to traditional paper product brands. # Product The ad features a bundle of household paper products from Who Gives a Crap. The bundle includes 24 rolls of 100% bamboo toilet paper, 12 paper towels, and 12 tissue boxes. The toilet paper is highlighted as being made from sustainable bamboo. The ad emphasizes the cost savings of purchasing the bundle, stating that you can "Get all this for less than $88" and "Bundle and save 20%." The ad also addresses the purchase barrier of shipping costs by stating, "Don't pay a cent on shipping*" with a footnote clarifying "*Free shipping on most orders." # Visual style The ad has a clean and playful aesthetic. The use of bright colors and bold fonts creates a fun and engaging feel. The static shots and simple transitions give the ad a straightforward and easy-to-understand presentation. The production quality is polished, with clear lighting and crisp visuals. # Hooks Text overlay: 00:00–00:03 Get all this for less than $88 / 00:00–00:03 24 rolls of TP / 00:00–00:03 12 paper towels / 00:00–00:03 12 tissue boxes Visual: 00:00–00:03: A static shot of a beige surface. In the center is a brown cardboard box with the "who gives a crap" logo in black. On top of the box are three rolls of toilet paper, two with patterned wrappers and one white. To the left of the box are two rolls of paper towels, one with a purple and orange pattern and one white. To the right of the box are two square tissue boxes with geometric patterns in blue, green, and yellow. Text overlay: "Get all this for less than $88" and "24 rolls of TP", "12 paper towels", "12 tissue boxes" with arrows pointing to each product. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high costs associated with purchasing household paper products and the added expense of shipping fees. # Value propositions - Get a bundle of household paper products for less than $88 - Save money by bundling and save 20% - Avoid shipping costs with free shipping on most orders # Benefits - Cost savings: Get all this for less than $88 - Free shipping on most orders - Bundle and save 20% # Features - 100% Bamboo Toilet Paper - 24 rolls of TP - 12 paper towels - 12 tissue boxes # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The entire ad is presented from the brand's perspective, showcasing its products and offers. # Storyline - 00:00–00:03 The ad opens with a static shot of a box of Who Gives a Crap toilet paper, rolls of toilet paper, paper towels, and tissue boxes. The text overlay states, "Get all this for less than $88." This is intended to grab the viewer's attention with a value proposition. - 00:03–00:07 The shot remains static, and the text overlay changes to "Don't pay a cent on shipping*" with a footnote clarifying "*Free shipping on most orders." This addresses a potential purchase barrier by highlighting free shipping. - 00:07–00:12 The ad transitions to a screen with the Who Gives a Crap logo and the text "Bundle and save 20%." This reinforces the brand and promotes a specific offer.

# Ad summary This image ad showcases Who Gives A Crap toilet paper rolls in a box, emphasizing the opportunity to try before subscribing, the softness of the rolls, and a money-back guarantee. # Brand positioning Who Gives A Crap is presented as a sustainable and risk-free choice for toilet paper. The brand emphasizes its commitment to quality with the mention of "super soft rolls" and customer satisfaction through a "100% money back guarantee." The brand also highlights its eco-friendly approach by using "100% bamboo." By offering a trial before subscription, the brand positions itself as confident in its product's appeal and willing to let customers experience the quality firsthand, pushing against the norm of standard, less sustainable toilet paper options. # Product The product being advertised is Who Gives A Crap toilet paper, specifically 12 super soft rolls made from 100% bamboo. The rolls are packaged in black and white patterned wrappers, with each roll featuring the brand's logo. The ad highlights the opportunity to "try before you subscribe," addressing the purchase barrier of commitment to a subscription service. The "100% money back guarantee" further reduces risk, assuring customers of satisfaction. The product is presented as an eco-friendly, high-quality alternative to traditional toilet paper. # Visual style The ad has a clean, product-focused visual style with a slightly elevated angle to showcase the box of toilet paper rolls. The color palette is warm and inviting, with the use of pink and orange accents. The overall production quality appears to be high, with clear lighting and sharp focus on the product. # Hooks Headline: Try before you subscribe # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the hesitation or risk associated with subscribing to a product without trying it first. "Try before you subscribe" directly counters this concern. # Value propositions - Try before you subscribe - 100% money back guarantee # Benefits - Softness - Eco-friendly - Risk-free trial # Features - 12 super soft rolls - 100% bamboo - Zero commitment # Call to action None used. # Point of view - Brand: The entire ad is presented from the brand's perspective, showcasing the product's features, benefits, and guarantees. # Storyline - The ad opens by highlighting the key features of the product: "12 super soft rolls. Zero commitment." This is told from the brand's perspective, setting the stage by emphasizing the quality and risk-free nature of the product. - The ad then encourages the viewer to "Try before you subscribe," which is presented from the brand's perspective. This is included to address potential hesitation about committing to a subscription, inviting customers to experience the product firsthand. - The ad showcases the product in its packaging, emphasizing the brand's logo and the "100% bamboo" material. This is shown from the brand's perspective, reinforcing the product's eco-friendly and quality aspects. - The ad concludes by offering a "100% money back guarantee," which is presented from the brand's perspective. This is included to further reduce any perceived risk, assuring customers of their satisfaction.

# Ad summary This ad compares the size and cost of Who Gives a Crap toilet paper rolls to a competitor's mega rolls, highlighting the value and savings of their product. # Brand positioning Who Gives a Crap is presented as a brand that offers a sustainable and cost-effective alternative to traditional toilet paper. The brand positions itself against the norm of 'mega' rolls, suggesting that bigger isn't always better, especially when it comes to value. The brand's tone is playful and cheeky, as reflected in its name, aligning with a consumer base that appreciates humor and eco-consciousness. The brand aims to occupy a space in the consumer's mind as a provider of quality, environmentally friendly toilet paper that doesn't compromise on cost. # Product The ad features Who Gives a Crap toilet paper, specifically their bamboo rolls, which are presented as a cost-effective alternative to 'mega' rolls from competitors. The product is packaged in a black and white patterned wrapper with the brand name prominently displayed. The ad highlights that Who Gives a Crap rolls cost $0.93 per roll, compared to a competitor's cost of $1.16 per roll. The ad addresses the purchase barrier of cost by emphasizing the savings and offering $15 off the first subscription order. The product is for consumers who are looking for value and sustainability in their toilet paper choices. # Visual style The ad has a clean and minimalist visual style with a focus on product comparison. The use of bright colors and simple graphics gives it a modern and playful feel. The production quality appears to be high, with well-lit product shots and clear typography. # Hooks Headline: Size matters # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of overpaying for toilet paper by highlighting the cost savings of Who Gives a Crap compared to competitor's 'mega' rolls. "If our rolls were as small as their 'mega' roll, here's how much it could cost" # Value propositions - Cost savings compared to competitor's 'mega' rolls - $15 off your first subscription order # Benefits - Cost-effective - Savings on subscription # Features - Bamboo toilet paper rolls - Subscription service # Call to action None used. # Social proof - "Based on Charmin Ultra Soft Mega Roll 30-pack (208 sheets) and our bamboo 48-roll box (370 sheets); prices normalized by sheet count. Source: Walmart.com, November 2025" # Point of view - Brand: The entire ad is presented from the brand's perspective, aiming to highlight the value and cost-effectiveness of their toilet paper rolls compared to competitors. # Storyline - The ad starts by stating "Size matters", immediately grabbing the viewer's attention and setting the stage for a comparison. The brand is telling the audience that they are about to challenge a common assumption about product size and value. - The ad continues by posing a hypothetical question: "If our rolls were as small as their 'mega' roll, here's how much it could cost". The brand is telling the audience that they are about to provide a cost comparison to demonstrate the value of their product. - The ad then presents a visual comparison of a Who Gives a Crap roll next to a competitor's roll, along with the cost per roll for each. The brand is telling the audience that their product is more cost-effective than the competitor's. - The ad concludes by offering "Get $15 OFF your first subscription order", incentivizing the viewer to try the product. The brand is telling the audience that they can save money by subscribing to their service.

# Ad summary This ad promotes Who Gives a Crap toilet paper as a cheaper and more environmentally friendly alternative to market leaders like Charmin. It highlights the brand's commitment to sustainability and affordability. # Brand positioning Who Gives a Crap positions itself as an eco-conscious and affordable alternative to traditional toilet paper brands. The brand emphasizes its commitment to sustainability by highlighting that its toilet paper is made from 100% recycled materials. By being 48% cheaper than the market leader, the brand appeals to consumers looking for value without sacrificing environmental responsibility. The brand's name and playful tone suggest a willingness to challenge category norms and appeal to consumers who appreciate humor and a more casual approach to personal care products. # Product The ad features a roll of Who Gives a Crap toilet paper, emphasizing its 100% recycled composition. The roll is white and appears soft, suggesting quality and comfort. The packaging is a cylindrical roll wrapped in paper with a white and purple wavy design and the brand name prominently displayed. The ad highlights that the product is 48% cheaper than the market leader, addressing a potential purchase barrier by offering a more affordable option. The phrase "Un-flushing -believable!" suggests the product is effective and reliable, further encouraging consumers to try it. # Visual style The ad has a clean and minimalist visual style with a focus on product presentation and key messaging. The production quality appears to be studio-shot with even lighting and a solid background. The visual motif is simple and direct, with a focus on the product and its key benefits. The image treatment includes background removal and color grading to create a consistent and appealing aesthetic. The typography is large and bold, making it easy to read and scan. The overall style is modern and approachable, designed to capture attention and communicate the brand's value proposition quickly. # Hooks Headline: Our 100% recycled TP is 48% cheaper than the market leader* # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of consumers who want to be environmentally conscious but are concerned about the cost and effectiveness of eco-friendly products. The ad states "Our 100% recycled TP is 48% cheaper than the market leader*", suggesting that consumers don't have to sacrifice affordability to make a sustainable choice. # Value propositions - 100% recycled TP is 48% cheaper than the market leader* # Benefits - cheaper than the market leader - Un-flushing # Features - 100% recycled TP # Call to action None used. # Social proof - As Featured in The New York Times Wirecutter 2025 # Point of view - Brand: The brand is communicating its value proposition of affordability and environmental responsibility through the main headline and product display. - External source: The New York Times Wirecutter is providing credibility and social proof through the "As Featured in" badge. - Customer: The customer is being addressed with the phrase "Un-flushing -believable!" which speaks to their concerns about product performance. # Storyline - The ad begins by stating that "Our 100% recycled TP is 48% cheaper than the market leader," immediately grabbing attention with a claim of affordability and environmental consciousness. The brand is telling the audience that they can save money while making a responsible choice. - The ad then showcases the product itself, a roll of toilet paper, and highlights its brand name and packaging. The brand is showing the audience what they are getting and reinforcing brand recognition. - The ad includes a badge stating "As Featured in The New York Times Wirecutter 2025," adding credibility and social proof. An external source is telling the audience that the product is reputable and has been recognized by a trusted publication. - Finally, the ad includes the phrase "Un-flushing -believable!" with an arrow pointing to the toilet paper, reinforcing the product's functionality and reliability. The brand is reassuring the audience that the product works as expected.

# Ad summary This ad promotes a free trial pack of Who Gives a Crap toilet paper, with the customer only paying for shipping. It features a bright, playful design with a clear offer to entice new customers. # Brand positioning Who Gives a Crap positions itself as a fun, eco-conscious alternative to traditional toilet paper brands. The brand uses playful language and a quirky tone, suggesting a company that doesn't take itself too seriously while still caring about important issues like sustainability. The brand aims to occupy a space in the consumer's mind as a responsible and humorous choice, appealing to those who want to make a positive impact without sacrificing personality or convenience. The brand pushes against the norms of bland, generic toilet paper advertising by injecting humor and a clear social mission into its marketing. # Product The product being advertised is a trial pack of Who Gives a Crap toilet paper. The trial pack includes a roll of toilet paper and a box of toilet paper rolls. The box contains 2 super long rolls of 100% Bamboo Toilet Paper. The packaging is designed to be eye-catching and playful, with the brand name prominently displayed. The USPs include the eco-friendly aspect of being made from bamboo and the convenience of a trial pack to test the product. The ad addresses the purchase barrier of uncertainty by offering a free trial, allowing customers to experience the product before committing to a larger purchase. # Visual style The ad features a clean, minimalist aesthetic with a bright color palette. The production quality appears to be studio-shot, with even lighting and sharp focus on the products. The visual motifs include a simple product display against a solid background, emphasizing the product and offer. The image treatment includes background removal and color grading to enhance the vibrancy of the colors. The typography is large and bold, making the headline easily scannable. The overall style is playful and approachable, aligning with the brand's quirky identity. # Hooks Headline: Freeeeee toilet paper trial pack # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the pain point of uncertainty when trying a new brand of toilet paper. Many consumers are hesitant to commit to a large purchase without knowing if they will like the product. The ad offers a "Freeeeee toilet paper trial pack" to alleviate this concern. # Value propositions - Freeeeee toilet paper trial pack: Allows customers to try the product with minimal commitment. - Just pay shipping!: Reduces the barrier to entry by only requiring payment for shipping. # Benefits - Free trial - Convenience of a trial pack # Features - 100% Bamboo Toilet Paper - Trial pack # Call to action None used. # Social proof - None used. # Point of view - Brand: The brand is communicating the offer of a free trial pack and highlighting the low commitment required to try the product. - Neutral: The product is displayed in a straightforward manner, allowing the viewer to assess its appearance and packaging. # Storyline - The ad opens with a bright, attention-grabbing headline offering a "Freeeeee toilet paper trial pack," immediately drawing the viewer in with the promise of a free product. This is told from the brand's perspective, aiming to capture attention and generate interest in their product. - The ad clarifies that the customer only needs to "Just pay shipping!", addressing a potential concern about hidden costs and making the offer more appealing. This is also from the brand's perspective, reinforcing the value proposition and encouraging trial. - The ad showcases the product itself, featuring the packaging and a roll of toilet paper, allowing the viewer to see what they will receive. This is presented from a neutral perspective, providing visual confirmation of the product's appearance and branding.

# Ad summary This ad promotes Who Gives a Crap toilet paper, offering a 100% bamboo trial pack with freebies and the cost of shipping. # Brand positioning Who Gives a Crap positions itself as a sustainable and charitable toilet paper brand. The brand emphasizes its commitment to environmental responsibility by using 100% bamboo, a rapidly renewable resource. The brand also highlights its charitable contributions, suggesting that purchasing their product supports a greater cause. The brand uses a playful tone, as seen in its name and the phrase "Freebies you'll actually use," which aims to appeal to consumers who appreciate humor and a more casual approach to eco-friendly products. This positions the brand as a fun, eco-conscious alternative to traditional toilet paper brands. # Product The product being advertised is a 100% bamboo toilet paper trial pack from Who Gives a Crap. The packaging includes two super long rolls of toilet paper. The toilet paper is made from bamboo, emphasizing its sustainability. The ad promotes a trial pack, which lowers the barrier to entry for new customers by allowing them to try the product without committing to a larger purchase. The main selling point is the offer of "freebies" with the trial pack, requiring customers to only pay for shipping. This makes the product appealing to those looking for eco-friendly options and a risk-free way to test a new brand. # Visual style The ad has a clean, minimalist aesthetic with a bright, solid blue background. The product is centrally focused, with clear and simple typography. The overall style is playful and approachable, using a cartoonish flower shape and bold text to draw attention. The production quality appears to be studio-shot, with even lighting and sharp focus on the product. # Hooks Headline: Freebies you'll actually use # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of consumers being hesitant to switch to new or eco-friendly products due to uncertainty about their quality or value. The phrase "Freebies you'll actually use" and the offer of a trial pack suggest that the brand understands this hesitation and is providing a low-risk way to try their product. # Value propositions - 100% bamboo trial pack - Freebies you'll actually use - Just pay shipping! # Benefits - Freebies - Fully recyclable paper wrap # Features - 100% Bamboo Toilet Paper - 2 super long rolls # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, showcasing the product and its offer while encouraging the viewer to make a purchase. # Storyline - The ad starts by grabbing attention with the phrase "Freebies you'll actually use," which is intended to pique the viewer's interest by promising useful items. This is told from the brand's perspective, aiming to draw in potential customers with an appealing offer. - The ad then showcases the Who Gives a Crap toilet paper packaging, highlighting that it is a 100% bamboo trial pack. This is presented from the brand's perspective, informing the viewer about the product's eco-friendly nature and the trial offer. - The ad concludes with the call to action "Just pay shipping!", reinforcing the offer and encouraging the viewer to take advantage of the trial pack. This is from the brand's perspective, pushing for immediate action and purchase.

# Ad summary This ad for Who Gives a Crap promotes a free trial of their toilet paper rolls, with the customer only paying for shipping. The ad features a roll of toilet paper, along with a package of toilet paper wrapped in black and white polka dot paper. # Brand positioning Who Gives a Crap is presented as a modern, eco-conscious brand that offers sustainable toilet paper. The brand uses playful language and a cheeky tone, as evidenced by its name and the phrase "who gives a crap," suggesting a brand that doesn't take itself too seriously while still being committed to environmental and social responsibility. The brand aims to occupy a space in the consumer's mind as a fun, ethical alternative to traditional toilet paper brands, appealing to customers who want to make a positive impact without sacrificing convenience or quality. # Product The product being advertised is toilet paper from Who Gives a Crap. The ad promotes a free trial of the toilet paper rolls, where customers only need to pay for shipping. The toilet paper is shown in two forms: a single unwrapped roll and a package wrapped in black and white polka dot paper. The packaging features a gold sticker with the brand name, "who gives a crap." The ad highlights the opportunity to try the product with minimal financial commitment, addressing the purchase barrier of uncertainty about product quality or suitability. # Visual style The ad has a clean, minimalist visual style with a bright, pastel color palette. The product is well-lit, and the composition is simple and straightforward. The overall aesthetic is modern and playful, aligning with the brand's tone. # Hooks Headline: A free trial of your new favorite rolls # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of uncertainty when trying a new product, particularly toilet paper, by offering a free trial. # Value propositions - Free trial of your new favorite rolls # Benefits - Try before you buy # Features - Free trial # Call to action None used. # Social proof - None used. # Point of view - Brand: The entire ad is presented from the brand's point of view, highlighting the offer and product benefits. # Storyline - The ad opens by announcing a free trial of the brand's toilet paper rolls. This is intended to grab the viewer's attention and introduce the offer from the brand's perspective. - The ad clarifies that the customer only needs to pay for shipping. This reinforces the accessibility of the offer and reduces any perceived risk from the brand's perspective.