Toilet paper brand Cottonelle has released an ad with an anti-hoarding message, assuring customers that shortages due to COVID-19 stockpiling are not a risk. We explore the insights behind this, and how putting people’s peace of mind over profits is one way brands can offer support during times of crisis.
During COVID-19, toilet paper is in high demand, as shoppers flock to supermarkets and panic-buy it in large numbers, with US sales up by 120% at the end of March. To counter such stockpiling, Cottonelle has launched an ad campaign called #ShareASquare that attempts to discourage people from stowing away rolls of toilet paper. “Instead of stockpiling toilet paper, let’s stock up on generosity,” says the ad, in a bid to get customers to lean into sharing and altruism instead.
The campaign debuted on Cottonelle’s social media channels and was aired during primetime TV slots, like the Modern Family finale. The brand is also donating $1 million and one million rolls of toilet paper to the United Way Worldwide COVID-19 Community Response and Recovery Fund, and an additional dollar – until the end of June 2020 – for every time someone uses the #ShareASquare hashtag.
As of late March 2020, the US has the highest number of confirmed coronavirus cases in the world, causing anxiety levels to peak and stockpiling to become the norm. But given that 86% of Americans believe transparency from businesses is more important than ever, it’s key for brands to avoid being seen as taking advantage of the situation. Indeed, despite the fact that stockpiling has benefited businesses like Cottonelle, encouraging people not to do so will likely go down well with those who value authenticity.
There are a number of other brands that have also pivoted their messaging to demonstrate consumer care. Ford, for instance, is forgoing its usual marketing tactics in favor of a campaign detailing its car payment relief program. And Nike's 'Play inside, play for the world' campaign highlights the importance of collective action to stop the virus.
Louis Tozer is a Behavioural Analyst of Social Sciences at Canvas8. He holds a M.A. in History from UCL School of Slavonic and East European Studies and is a former Research Assistant at The Institute of Philosophy and Social Theory in Belgrade. He can often be found in the pub with friends or at Roots Hall, the home of Southend United.
