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Marcal Small Steps

On April 14th 2009, coinciding with Earth Day, Marcal introduced the Small Steps brand - its new line of 100% recycled toilet paper, napkins, paper towels and facial tissue.

Warner created a disruptive, media-genic experience in NYC’s Times Square meant to illustrate the value of trees, and underscore how together we can make small, everyday choices that preserve them: Small Steps. With this location attracting over a million visitors a day and central for the media, it was a prime venue to launch the brand.

Our “urban jungle” concept included a lush assembly of 34 trees’ a pyramid of recycling bins and a 2-ton roll of recycled tissue paper. Each stage of development matched with human consumption in a way that drives the consumer to choose recycled products. The paper represented the amount of paper 10 families of four uses in a year, while the trees represent the equivalent of what is saved annually by choosing recycled paper products.

Marcal CEO Tim Spring and Small Steps brand spokeswoman, Beth Aldrich were available to guide media through the experience and grant interviews about why recycling matters, how we can make meaningful everyday choices to go green, and to discuss the launch of the Marcal Small Steps brand. We created two catered events and a news conference. A photographer and videographer were hired to capture the installation and distributed images that day, along with a news release issued on PR Newswire. To further exposure a viral component was incorporated with a video distributed via YouTube and Twittering leading up to and following the event.

The event made headlines with coverage in over 100 media outlets; highlights include a Good Morning America live remote as well as local affiliates and coverage in The Associated Press, The Huffington Post, New York Newsday, Sun-Sentinel (FL), Daily Green, Taxi TV, Yahoo!Green, Consumer Reports, BizBash, Environmental News Service, Cookie and Voice of America.

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