Nouvelle, the recycled toilet paper brand, is to be an official sponsor of the 2007 Glastonbury Festival, which organisers pledge will be the greenest to date.
Nouvelle will hand out recycled toilet paper free to festival goers, supporting the festival’s green policy of reducing waste and encouraging recycling. For Nouvelle, the sponsorship reinforces its “recycle by using recycled” strapline.
As part of the tie-up, Nouvelle is providing coloured bin bags to help recycling at the festival. To promote the deal a “Glastonbury Recycled” campaign will break across radio, press and online activity. User-generated content featuring Glastonbury experiences will also be used and streamed through a Nouvelle Glastonbury Festival microsite.
Nouvelle marketing director Christine Clarke says: “A key aim for us is to educate consumers that by using recycled products like Nouvelle they are closing the recycling loop and making the whole process worthwhile.”
A Glastonbury spokesman adds: “This provides visitors with a tangible example of our efforts to make it the greenest festival yet.”