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Turn old love letters into toilet paper.
The actual move
The 2024 campaign invited people to mail letters from an ex to be recycled into toilet paper.
Why it makes the cut
The customer supplies emotionally charged material, and the product gives it an unusually literal ending.
What separates it from ordinary marketing
Recycling becomes a personal ritual rather than an abstract virtue. The input, transformation and final use form a complete story customers can retell.
Source & limits
Historical campaign; participation and recycling outcomes are not independently audited here.
Checked 2026-10-14. Publication date not established. Creative interpretation is editorial; attention and sales are not inferred.