How the Pandemic Allowed Upstart Toilet Tissue Brand No. 2 to Take a Swipe at the Big Rolls

Save the forests—and do away with something called 'butt crumble'

No. 2 eschews plastic wrapping in favor of paper, using distinctive patterns to turn rolls into a design accent. No. 2

Key insights:

Most every upstart brand hopes for a big breakthrough, that golden moment when its product gets picked up by a magazine, featured in a TV segment or appears on some celebrity’s social media account. There are many ways that a formerly obscure brand can suddenly gain the spotlight and, with it, the chance to go big.

@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.