do sin

do sin is the next incarnation in KesselsKramer’s do range, an initiative that seeks to redress the balance between brands and consumers. Whereas brands traditionally work everything out for you, do asks consumers to participate in the creation of its products, whether that product is a vase, a lamp or a chair.

On this occasion, do is a soap.

More specifically, do sin is a very long scented bar divided into seven pieces… each piece matches one of the seven sins. The consumer is asked to select the sin they’ve committed, break it off from the main bar, jump in the shower, and scrub their guilt away. This leaves them cleansed and ready to commit more sins.

Of course, the message is intended to be light-hearted. It was prompted by the observation that we sometimes take our daily anxieties and dramas a little more seriously than is necessary. Do we really need to feel bad because we got angry at the photocopier? Does our guilt at coveting that guy’s shiny suit mean anything whatsoever?

Perhaps the best response to these issues is to let them be, or jump in the shower and forget about them.