Dual purpose for a higher purpose

Derrick Lin


Agency: Saatchi&Saatchi Croatia
Creative Director: Ivan Tanić
Art Director: Nebojša Cvetković
Senior Copywriter: Ivan Pavičić
Client Service Director: Robert Pešić
Location: Croatia
Project Type: Produced
Client: Violeta d.o.o
Product Launch Location: Europe
Packaging Contents: Toilet paper
Packaging Substrate / Materials: Plastic

The amount of packaging waste that’s left behind by consumption is a serious threat to our environment. In the EU-28 a total of 78.9 million tonnes of packaging waste is generated every year because brands do not care abut improving it, or designing it in a more sustainable way.

This packaging bag for our 100% recycled toilet paper is a small step toward keeping things from going down the drain fast! Besides serving as a packaging, it is also a 100% recyclable waste bag. Its dual use has a higher purpose because in Violeta we believe that packaging does not have to be wasted. Instead, it can be used for waste disposal. So say goodbye to overproduction and minimize the excessive and harmful use of plastic.

We hope our project will inspire other brands to start rethinking how their own packaging can be designed in a more sustainable way and consumers to start thinking of possibilities to use all sorts of packaging as waste disposal bags, if possible. Let’s start treating the environment in a way that is deserved and welcome sustainable change by making small steps in a responsible direction.

Violeta Toilet paper in dual-purpose packaging is on the shelves in the CEE market (Croatia, Bosnia, Serbia, Slovenia and by the summer it will be available in Hungary and Austria.

What’s Unique?
We made a packaging that can be used as a waste disposal bag and instead of standard branding we used packaging to spread a message about possibility to use all packaging as waste disposal bags with a hope other brands will follow our example.