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Who is Reel?

For a more detailed overview of this project, check out our process book here

Meet Reel.

Reel is bringing more sustainable toilet paper options to people where they are, securing partnerships with retail giants like Target. Their bamboo toilet paper reduces consumer carbon footprint, deforestation, and revenue is used to help build sanitation systems in developing countries.

Meet our Team.

Our Goal

During a semester long research project, our team was tasked with finding Reel's core values and where it lies in the toilet paper market. We then created design solutions that would encourage consumer behavior change and further build consumer awareness of their product.

Market Analysis.

Where does Reel fit into the sustainable toilet paper market?

Global Market

In 2021, the tissue and hygiene paper market generated a total revenue of US $288.4 billion worldwide

United states

Leads the world in toilet paper consumption and is expected to increase to US $100 billion by 2025.

Impact

Average rolls per year used by Americans add up to about ~7 million trees.

The sustainable toilet paper market is rapidly growing, with new brands competing for market share. We wanted to see how Reel does compared to competition and identified a few areas such as supply chain transparency that could use improvement.

User Research.

We conducted interviews, focus groups, and a survey

Our next step was to do consumer research through surveys, one on one interviews, and focus groups, to find insights and opportunities. Our primary research goals were understanding consumer purchasing habits, motivations, awareness of eco friendly options, and level of consciousness for environmental impact.

We found 3 key opportunities for reel to leverage sustainability and grow market share

Product line development and expansion

Corporate/Commercial contracts and partnerships to spread awareness

Consumer education and support to facilitate behavior change

Meet the Reel Mobile:

A campaign that gives people the opportunity to try out reels products.

What is the Reel Mobile?

  • Free service integrated into high-density event settings.
  • Luxury experience for consumers to associate with the product.
  • Opportunity to talk to consumers about usage habits and impact data.
  • Spreads brand awareness and facilitates change in user behavior.

Sustainable Brand Strategy

Product line development and  commercial partnerships

Product line expansion:  

Mega rolls match competitor expectations while reducing the amount of cardboard used at the center. Bidets and toilet paper from recycled paper waste can both dramatically lower the carbon footprint of users.

Localize: 

Harvesting raw materials from a U.S. based bamboo forest for manufacturing would be an industry game changer. We recommend all products reach the requirements of FSC certification.

Make it accessible:  

Customers we interviewed want convenient access to the brand of toilet paper bought. We recommend Reel continues to look to expand distribution with retail partners.

UX changes like Subscription messaging:  

Remind people why they should be loyal to Reel. Example “subscribing makes a commitment to protecting the planet.”