Beige ist besser – die deutschlandweite Aufklärungskampagne.

In 2022, WEPA launched the first hygiene paper made from recycled cardboard – a true innovation: significantly more sustainable and at the same time softer than conventional paper. And without bleaching processes, it retains its natural beige colour. However, this shade evoked memories of rough recycling paper from the past. It was time for a positive image shift: from now on, beige stood for quality and softness. With witty headlines and eye-catching visuals, the campaign gained media and city-wide visibility and performed exceptionally well. WEPA proved that even low-interest products can inspire with creativity.