Good experience: Who Gives a Crap?
This cheeky toilet paper brand knows exactly what it is: a tool for bathroom hygiene. Founder Simon Griffiths proudly admits
that it is never going to be a glamorous product, but the appeal lies in its values. For every roll sold, 50% of profits go towards building bathroom facilities in the developing world.
Who Gives a Crap uses an irreverent tone to poke fun at the product, but with a wholesome message. And how does this translate to the customer experience? “That means delivering to people’s houses, packaging the rolls differently to make them more fun and shareable, and putting copy on the product that you actually want to read,” says Griffiths.
The brand remains true to its values, from crowdfunding by sitting on a toilet seat for hours on end to sharing its corporate responsibility message.