They got me. I have a new favourite brand. And I am loving everything about it. I just ordered my first box, full of their product and I’m counting the days until it arrives…

My new best brand-friend you ask?

Toilet paper.

Yes. The paper you use on your derrière. Somehow this brand of TP used a magic wand and put me under a spell… making me the latest proud ambassador of ‘Who Gives a Crap’.

How did they do it you ask? What is their magic cocktail of consumer-conversion made of? Let’s find out:

• Straight off the bat, the brand has a punchy name! That already triggers attention, doesn’t it?
• Just think about the amount of usage per day… why not leave less of a mark on the world (couldn’t resist a toilet pun) by using environmentally friendly materials. This includes the paper itself AND the actual packaging!
• They trust their customers. So they have a 100% money back guarantee
• Emphasis on having fun. It’s humorous and they don’t take themselves too seriously! – Remember, it’s good for the soul to let yourself laugh at toilet-humour once in a while.
• Use of design! The rolls are wrapped in this great, cheerful wrapping paper (I am a sucker for wrapping). I actually got my first rolls as a gift from my friend … yep, it turns out it’s quite a good-looking and ‘responsible’ gift: “Look at me being all responsible and sensible and design-conscious with my toilet paper gift!”
• Free delivery! This would be a huge draw for people like my colleague Selma, who think buying toilet paper is a very un-sexy act, and prefer not to be seen walking around with it (sorry Selma)
• They have a special range of X-mas toilet paper! And what’s even better is that they went against the traditional Christmas stream (last toilet pun I promise). Instead of using a ‘winter theme’ they ditched the snowflakes and reindeers, and portrayed Christmas as it is down-under: hot and beachy!
• And to end on a serious note, the company does actually give a crap! By taking a commodity such as toilet paper and turning it upside down, they realised that toilet paper is actually about much more than maintaining one’s nether regions. I feel we can say it is a great symbol of the luxury we live in. Think about it. Our clean toilets accompanied by soft paper are definite unheard of in many parts of the world. 2.5 billion people (roughly 40% of the world’s population) don’t have access to a working toilet, let alone the artisanal six-ply quilted weave, gluten-free, paleo-friendly toilet paper that we take for granted.

As funny as you think that might be, it’s more so horribly tragic. Poor sanitation causes gastrointestinal-related diseases that fill over half the beds in the sub-Saharan African hospital system. They also kill 1,400 children under 5 every day. In light of this, ‘Who Gives a Crap’ decided to care and donate 50% of their profits to water-aid to build toilets in the developing world. Something that is undeniably doing some good where it is needed most.

After all of that I hope this inspires more people to (figuratively) give a crap! A Great resolution for the New Year maybe? Or start now by pimping your toilet with X-mas toilet paper, and help give a crap!