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.
Our innovative go-to-market strategy and implementation resulted in a high profile for the brand, reenergized a low-interest product category, aligned and inspired Essity employees, reignited distribution and customer relationships, and helped Tork leapfrog the majority of competitors to become one of the industry’s Big Three.
Our partnership with Essity continues on dozens of initiatives each year including product launches, market segmentation strategy, sales process design, tools and training, global brand integration and more.
“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