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K-C Empire State Building Replica Illustrates Toilet Tissue Tube Waste

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To help consumers take small steps to make a big impact on the environment, Kimberly-Clark (Irving, Texas, USA) reports that its SCOTT® Brand recently unveiled a replica of the Empire State Building in New York City's Flatiron Plaza. The 30-ft. art structure celebrates the national release of Scott Naturals® Tube-Free bath tissue. 

This new product eliminates the paperboard tube that has been the central fixture of rolled toilet paper for more than 100 years. This simple step, the company notes, has major potential to eliminate a portion of the 17 billion toilet paper tubes thrown away each year, which is enough to fill the Empire State Building twice. While the product has been on shelves since 2010 in limited northeastern markets, the national release signifies K-C's continued commitment to sustainability initiatives.
 
"Kimberly-Clark is thrilled to be able to release Scott Naturals Tube-Free bath tissue nationally, providing consumers across the country with a product that contributes to a better, cleaner world, without sacrificing quality," said Jared Mackrory, brand manager for Scott Brand. "Imagining the environmental impact of 17 billion tubes—enough to fill the Empire State Building twice—is hard to do. That's why we brought the concept to life by creating a 30-ft. replica in the middle of Manhattan."
 
In partnership with home and design expert Carter Oosterhouse, host of the new show "Rowhouse Showdown," Scott Brand will help consumers identify the easy steps they can take each day to help make the world a little greener. "I was interested in green living from a young age and now when I'm building, I aim to do the most with the least environmental impact," said Oosterhouse. "I'm very passionate about the work the Scott Brand is doing and I look forward to sharing my tips and this product with the public." 
 
To extend the lifespan of the structure, a downsized version of the tube Empire State Building will be donated to the Children's Museum of Manhattan.  Members of the museum's Junior Staff Internship program also participated in the creation of the structure by providing the exterior artwork at the base of the replica. Any tubes not used in the museum structure will be recycled.
 
"A main mission area of The Children's Museum of Manhattan is to provide leadership in the areas of healthy living and a healthy environment" said Director of Exhibitions and Museum Operations Tom Quaranta. "In addition to conveying an important environmental message to families, this sculpture will add an authentic New York flavor to the museum, truly representative of the distinctive spirit of NYC. We are excited to bring this iconic sculpture to CMOM which will help educate children and families about the small changes they can make in their lives to help eliminate waste."
 
The replica is just one component of the national launch, which is supported by advertising and an online consumer pledge. The ad, released in mid-July, illustrates the impact of the 17 billion toilet paper tubes thrown away each year. The growing collection of tubes culminates into a replica of the Empire State Building, similar to the Flatiron Plaza structure.  

 

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