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    Marcal Takes ‘Small Steps’ to Promote Green Paper Products

    The company is employing a comprehensive consumer support program to support the line’s rollout, including print, broadcast, and online advertising; public relations; and extensive couponing.

    Marcal Paper Products, LLC’s rebranded product line, Marcal Small Steps, launched late last year to enable retailers to provide affordable eco-friendly choices for consumers, is now starting to hit store shelves nationdide. Small Steps consists of 100 percent recycled bath tissue, paper towels, napkins and facial tissue. The paper used for the line is mostly newspaper, magazines and office paper collected curbside from residential neighborhoods across the northeast United States, Marcal said.

    The manufacturer rebranded the entire line of Marcal and Sunrise products to Small Steps by Marcal “to better reflect the brand’s 50-year heritage in helping people make easy steps towards doing something good for the environment,” explained SVP of sales James D’Agosta. “Many of the products been completely redesigned to provide better strength and absorbing.”

    Retailers have eagerly welcomed the items. “All current Marcal customers have been presented Small Steps product information, and the response has been overwhelmingly positive,” observed D’Agosta. “Overall, we have expanded our SKU count at retail, and retailers are optimistic about the brand’s potential given the unique positioning, the strong trade support program and the extensive consumer support. New customer reaction across the country has been positive as well, as our consumer plan will create brand awareness and generate store traffic nationwide.”

    Shoppers have proved just as enthusiastic about the product, adds D’Agosta. “Consumer takeaway in Marcal’s core markets is very strong, and retailers are supporting the brand with feature ads and end cap display programs,” he said “The Small Steps proposition is very compelling in the current economic environment. Consumers like the fact that they can address their family’s daily paper needs while saving money and doing something good for the environment.”

    According to the Elmwood Park, N.J.-based company, just by switching to Marcal, shoppers can help save 1 million trees.

    “Our research shows that shoppers are looking for ways to help the environment, but they may not know how,” noted Marcal CEO Tim Spring. “They want to do something good, without having to compromise. Small Steps achieves that, without compromising on performance, without compromising on convenience, and without paying a premium for the simple ‘privilege’ of being green.”

    The company stresses, however that its green credibility goes well beyond the Small Steps line: For more than 50 years, Marcal has been saving trees and reducing landfill by making its products from recycled paper. Each year, the company recycles over 200,000 tons of recovered paper, in the process saving 6,000 trees, 2 million gallons of water, 140,000 gallons of oil, 30,000 cubic feet of landfill space and 22,000 pounds of pollution daily.

    “This brand’s heritage is rooted in conserving resources, protecting our environment and keeping the air our families breathe cleaner and healthier,” says D’Agosta. “Marcal has a long-standing history [of] addressing the issues of sustainability that face industry.”

    Additionally, Small Steps products are hypoallergenic, virtually lint-free, manufactured without chlorine bleaching and contain no added dyes and fragrances.

    Marcal is employing a comprehensive consumer support program to support the launch, including print, broadcast, and online advertising; public relations; and extensive couponing.

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