If you've ever visited Times Square, you know that this New York City district is a feast for the senses, with its astonishing array of lighted signage and the famed New Year's ball, melange of madcap characters (including the crooning Naked Cowboy), sometimes enticing aromas from pushcart vendors, and general pulsating energy level.

Today, the neighborhood is getting its second high-profile bathroom-related marketing campaign in the last couple of years when Marcal Paper Products unveils an exhibit with an 8x8-foot roll of toilet paper in front of the Marriott Marquis Hotel at 45th Street and Broadway (shown). (In 2007, toilet maker Toto ran a Clean Is Happy campaign in Times Square.)

That two-ton behemoth roll represents how much toilet paper the average U.S. household uses in a year. The display also includes three tons of recycled newspapers, junk mail, office paper, and the like that would go into making the giant roll as well as 34 trees, which represent what an average family can save by buying recycled-paper goods instead of virgin-paper products. The goal is to raise awareness about paper use in advance of Earth Day.

But the exhibit is also a way for Marcal to promote its new Small Steps 100 percent recycled paper goods. According to the manufacturer, all the paper at the display will be turned into consumer paper goods.

As part of our May 2009 article on toilet paper (the full report and ratings are available to subscribers), we tested Small Steps, which replaces Marcal's earlier green products. With its low cost—only 8 cents per 100 sheets, second cheapest of the 16 papers tested—and strong performance in our disintegration test, this product is a good choice if you want a 100 percent recycled toilet paper.—Steven H. Saltzman | e-mail | Twitter