Now I'm pleased to see that this is happening in Germany, too. The range of bathroom products with the Can't-believe-it's not-butter-esque name above have been developed and launched by Korefe, the design (including product design) arm of Kolle Rebbe, one of Germany's leading independent creative agencies.
The idea is of the IKEA variety - you do your part (what it says in the tin, um, bottle) and we do ours (stop using artificial ingredients, testing on animals, wasting energy in production...)
In a way, I suppose it's a logical development. If you're going to give the responsibility for creating communication over to the people in a magnanimous sweep of CGC, what's left to do? Or maybe it has something to do with maturity, the urge to generativity, to produce something of more than ephemeral value. I've often noticed what particularly enthusiastic Dads guys in German advertising agencies make.
The Mums aren't always so enthusiastic - but that's a another story!