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Roll Back 100 Years of Innovation with 'Rustic Weave' Toilet Paper

Droga5 New York, 6 months ago

Droga5 NY & Quilted Northern launch new artisanal toilet paper in response to consumer demand for heritage products

Roll Back 100 Years of Innovation with 'Rustic Weave' Toilet Paper

Droga5 & Quilted Northern today announced the biggest innovation in toilet paper since the 3-ply roll with the introduction of an artisanal line: Quilted Northern Rustic Weave. The handcrafted, small-batch product will be unlike anything on the market today and establishes the brand as an unlikely entrant into the craft space.

For the Quilted Northern brand, the culture of innovation goes back to its earliest days, when they put toilet paper on a roll and removed its splinters. As the most recent brand campaign “Designed to Be Forgotten” suggests, Quilted Northern intentionally designs its products to make for completely forgettable bathroom experiences. Now, it’s aiming to create something that brings toilet paper into this cultural moment by committing to small-batch design.

“We expect this product to fill a large white space in the toilet tissue category,” said Jason Ippen, senior brand director at Georgia-Pacific. “We know consumers want to connect with their product and have an interest in craftsmanship. We want people to know that small-batch and big-batch are not mutually exclusive. Quilted Northern Rustic Weave is going to be a game-changer in the category."

The path that led to the development of Quilted Northern Rustic Weave was not an obvious one. As the brand’s Consumer Insights Group was looking for inspiration for the next big thing in toilet paper, they discovered a major gap in the market. The demand for simple, handcrafted, heritage products is stronger than ever, but no toilet paper satisfies this growing sector. The teams quickly realized that in order to create the next breakthrough innovation they needed to go back to the drawing board to create something more bespoke.

The launch of Quilted Northern Rustic Weave is being supported by a digital campaign, including a takeover of the Quilted Northern website, social media content and online videos celebrating its bespoke qualities. Consumers are encouraged to visit to learn more about Quilted Northern Rustic Weave, and to check back frequently for additional details about the product and the timing for its availability.

Creative Agency

Account Manager: Kate Tyler Monroe

Chief Creative Officer: Ted Royer

Copywriter: Yahkeema Moffitt

Strategist: (Sr) Mara Buta, Delphine McKinley

Account Director: Ross Gillis

Head of TV / Production: Ben Davies

Group Account Director: Brett Edgar

Group Creative Director: Matt Ian

Designer: Dan Kane

Creative Chairman: David Droga

Creative Agency: Droga5 NY

Strategy Director: Elaine Purcell, Lily Ng

Interactive Producer: (Head) Niklas Lindstrom, Tasha Cronin, Sabrina Rahrovi

Social: Chris Parke, Kylie Loeffler

Project Manager: Andra Johnson

Chief Strategy Officer: Jonny Bauer

Account Management: Callie Mackie

Design Director: Rich Greco

Senior Copywriter: Erica Pressly

Senior Art Director: Emmie Nostitz, Kat Dudkiewicz

Production Manager: Sara Vander Horn

Strategy: Tom Hyde

Chief Creation Officer: Sally-Ann Dale

Music and Sound

Music Production: Marmoset

Sound Design: Sonic Union


Editor: Matt Badger

Post Production / VFX

Colourist: Josh Bohoskey

Production Company

Director: Mike Andrews

DOP: Jordan Parrott

Line Producer: Peter Fitzgerald

Producer: Sara Vander Horn

Production Company: D5 Films

Category: Home , Toilet paper

Genre: Comedy