Fiona O'Donnell
Fiona O’Donnell is the Director of US Reports at Mintel. Fiona blends her expertise in lifestyles, economic and demographic trends to help clients understand what drives consumer attitudes and behaviors.

While watching TV the other night I became aware of yet another household product I never knew that I needed. Apparently, I’ve been “disrespecting” my spare roll of toilet paper for some time now and, unbeknownst to me, have been running the risk of being gossiped about by my houseguests who have noticed my “naked” roll sitting on the back of the toilet. How embarrassing!

What drove me to this new awareness is the recently launched “Respect the Roll” campaign by Kleenex Cottonelle which impels consumers to cover the spare using one of their designer roll containers saying that “toilet paper that nice deserves respect.” The roll covers can be had for free by sending in a UPC code from a 12-pack. The brand currently offers three designs but has plans to work with popular designers on future collections.

What’s old is new