Tork

Introducing a global paper and dispenser brand to North America—wiping out the competition along the way.

Essity, formally SCA, a global market-leading Professional Hygiene business with $3 billion in sales, was evaluating the launch of Tork, their international brand of commercial dispensers, paper towels, bath tissue, napkins, skin care, industrial and kitchen wipers and IoT solutions, into North America.

Essity engaged Avenue to help understand the issues and options for entering NA, and design a rollout plan that minimized the risks and capitalized on opportunities.

Avenue’s approach to launching the Tork brand into North America disrupted the status quo of our industry, galvanized our organization and helped us accelerate our goals in a critical market.— Don Lewis, President, Professional Hygiene

Engagement highlights

Strategy

Corporate mission, vision and values
Brand and product positioning and architecture
Marketing and communication plan
Brand launch plan
Brand conversion and budget allocation plan

Implementation

Brand launch to employees
Brand and product training to sales and employees
Internal communications
External brand launch
Packaging design
Sales collateral materials
Video and motion graphics
Meetings and events
Web and iOS design

FPO

FPO subhead

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