Paper goods brands in this group sell everyday household paper and packaging with an environmental angle: bamboo toilet paper, tree-free towels, plant-based household products and compostable packaging. It includes Who Gives A Crap, Reel Paper, Caboo, No. 2, Seventh Generation and Noissue. Studying their ads shows how brands make a commodity feel like a choice, how subscription offers are pitched, and how mission and humor are used to stand out in a crowded, low-interest category.
Betterway is a consumer brand in the ecommerce space offering everyday household or personal care products, positioned around sustainability and simplicity. It sells primarily through direct-to-consumer online channels. Specific product lines are not confidently known beyond its general ecommerce positioning.
Caboo is a sustainable paper products brand offering tree-free toilet paper and paper towels made from bamboo and sugarcane fiber. It sells through retail and e-commerce channels, positioning itself as an environmentally conscious alternative in the household paper goods category.
No. 2 is a direct-to-consumer bathroom tissue brand selling bamboo-based toilet paper as a sustainable alternative to traditional paper products. It markets itself with a playful brand identity focused on eco-conscious household essentials, sold online and through select retail.
Noissue is a packaging brand offering custom, eco-friendly packaging solutions such as tissue paper, mailers, and stickers for small businesses and ecommerce brands. The New Zealand-founded company emphasizes sustainable and compostable materials in its product line. It sells primarily through its direct-to-consumer online platform, advertising across Meta placements.
Reel Paper is a direct-to-consumer brand selling sustainable paper products, including bamboo-based toilet paper and paper towels. It positions itself as an eco-friendly alternative to traditional forest-based paper goods, sold online and through select retail. The brand emphasizes sustainability in household essentials.
Seventh Generation is a household and personal care brand making plant-based cleaning products, laundry detergents, and paper goods, sold widely at grocery and retail stores across the US. Founded in 1988 and now part of Unilever, it is known for environmentally focused formulations and packaging within the eco-conscious cleaning category.
Who Gives A Crap was founded in Melbourne in 2012 and disrupted the toilet paper category globally with bamboo and recycled fibre alternatives delivered by subscription. The brand donates 50% of profits to build toilets for communities without sanitation access, using irreverent humour to make the mission impossible to ignore. Also searched as Who.
Who Gives A Crap was founded in Melbourne in 2013 by Simon Griffiths, Jeremy Trial, and Danny Alexander. The brand launched via a viral Indiegogo campaign in which co-founder Simon Griffiths sat on a toilet until the campaign reached its funding goal (over 50 hours). The brand donates 50% of profits to sanitation-related charities and sells bamboo and recycled-paper toilet rolls on a DTC subscription globally. Also searched as Who.
Toilet paper is a product people rarely think about, so these brands work hard to make it memorable. Who Gives A Crap built its name on bright packaging, playful copy and a clear mission. Reel Paper, Caboo and No. 2 pitch bamboo as a sustainable switch and use subscriptions to make reordering effortless. The common ad structure is simple: a funny or direct hook, a quick swap story from regular paper to a better option, and a subscription offer. Delivery boxes, stacked rolls and clean bathroom shelves are standard visuals. Seventh Generation advertises more broadly, pairing plant-based cleaning and baby-friendly products with a safer-for-your-family message. Noissue serves a different buyer, small businesses that need custom tissue, mailers and packaging, so its ads show branded unboxing and design tools. Humor, mission and convenience carry most of the persuasion, because the product itself is hard to differentiate on looks.
Check how each brand treats the sustainability claim. Some lead with it, some use it as a supporting point behind price and convenience. The weight of the claim shows how much the brand believes its audience cares. Study subscription framing. Look for how ads explain delivery frequency, flexibility and savings without confusing the viewer. Clear, calm explanations tend to outlast flashy offers. Watch for tone. Playful, bathroom-friendly humor appears often, but it needs a careful line between funny and awkward. See how the longest-running ads handle it. Compare B2C and B2B approaches. Household brands target families and eco-minded millennials with life-at-home visuals, while Noissue targets founders with design and brand-building angles. If you sell into either segment, the contrast is useful for choosing hooks, proof and calls to action.
Reel Paper, Caboo, No. 2 and Who Gives A Crap all sell bamboo-based or sustainable toilet paper, typically through subscription or direct-to-consumer delivery. Reviewing live ads from these brands shows which hooks, subscription offers and formats they keep running over time.
They rely on humor, a clear mission and subscription convenience. Ads show a swap story, rolls arriving at the door and a simple offer. Sustainability is the main differentiator when the product itself looks similar. Reviewing live ads from these brands shows which hooks, subscription offers and formats they keep running over time.
Noissue sells custom, eco-friendly packaging such as tissue paper and mailers. It targets small businesses and online brands, so its ads show branded unboxing and design tools rather than household use. Reviewing live ads from these brands shows which hooks, subscription offers and formats they keep running over time.
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