Who Gives A Crap turns toilet paper into a force for good — bamboo rolls, bold packaging, and 50% of profits to build toilets worldwide, delivered to your door by subscription.
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See all ads on AdLibrary →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 uses mission-forward messaging with an irreverent brand voice that turns a mundane product category into shareable content. UK ads lean on the subscription value proposition, eco credentials, and the 50% profit donation to generate both purchase intent and word-of-mouth. Creative is bold, colourful, and unapologetically cheeky. Browse the full ad archive at https://adlibrary.com?q=Who+Gives+A+Crap&type=3.
The brand runs subscription acquisition ads on Facebook and Instagram targeting eco-conscious UK households. Bold primary-colour packaging photography and witty copy drive high CTRs. The mission element (50% to sanitation) is featured consistently as both a conversion driver and a social sharing catalyst.
Core themes: bamboo toilet paper is better for the planet, your subscription builds toilets, the product is genuinely premium (soft, strong), and choosing toilet paper can be a meaningful act. Copy is witty, pun-heavy, and self-aware — the brand name itself is a provocation that invites engagement.
Who Gives A Crap proves that mission-led DTC can scale in a commodity category if the mission is made concrete and quantifiable (50% of profits, not vague 'sustainability'). Their irreverent brand voice also demonstrates that eco brands do not need to be earnest — humour can be the primary acquisition mechanism for a values-led product.
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