TORK

In Your Hands

Background

TORK is a leading B2B tissue, hand towel and napkin brand, whose parent company, SCA, is consistently the only tissue manufacturer to appear in the Global 100 Most Sustainable Corporations list. A truly pioneering company, SCA approached the team at Clownfish to help them communicate their sustainability initiatives clearly and consistently across Europe through the TORK brand, in light of increased communications from their competitors.

The Challenge

Actively communicate SCA's sustainability credentials to reestablish their position as the market leader in sustainability in Europe through the TORK brand

Our Response

In order to develop credible and engaging communications, we began our work with TORK with our technical review process SOAP. Through thorough analysis of the sustainability (social, environmental, economic) impacts of the TORK operations and in-depth interviews with key stakeholders, we were able to identify possible touch points and risks for potential areas of engagement. We followed this up with one-on-one interviews with key customers in order to gain a strong understanding of the environmental and social issues that the 'Away From Home' customer is most concerned about.

From here we worked collaboratively with the brand team to produce a common language across Europe to express TORK's sustainability credentials. We created a consumer focused campaign called "In Your Hands", which was designed to enable end customers and consumers to do their bit and to reduce consumption in the 'Away from Home' category, building upon the insight that TORK could be an 'enabler' for its customers and help them to reach their own sustainability goals. One of the key deliverables of this was the production of a communications booklet for both internal and third party distributors, sales teams and call centre staff, which equipped them with sustainability knowledge about SCA and the TORK brand.

All communications also integrated information about the launch of the EU Flower Mark on selected TORK products, in response to growing customer preference for certified products. This allowed us to deliver material that both enabled staff and key stakeholders to sell the benefits of TORK to their customers and create messaging that reflected the needs and wants of those same customers.

Results

Working together with the brand team, Clownfish were able to provide TORK with the tools to help re-establish the brand as the market leader in sustainability in Europe. This included the delivery of:

  • The creative campaign - "In Your Hands" to support TORK's sustainability messaging: Including key messages and proof points for all target groups
  • Segmentation, stakeholder mapping and insight generation for the target groups
  • A sales training booklet and additional training materials for key regional sustainability spokespersons
  • A leave-behind booklet for key customers

Services

Technical Review and Insight Generation * Campaign and Movement Creation * Communications Strategy * Content Creation

< Back to list